'Shop by Roast' link at top of mobile product page: +6% conversion
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a 'Shop by Roast' link near the top of the mobile product page raised mobile conversion rate by 6% for Stone Creek Coffee.
Blend Commerce ran this A/B test after finding that only 2% of mobile users reached the roast guidance lower down.
The same change underperformed on desktop, so it went live on mobile only.
- Mobile conversion rate: +6%.
- Mobile revenue per visitor: +5%.
- Mobile add-to-cart rate: +4%.
- Desktop: the variant underperformed. Exact desktop figures were not shared.
The change
A 'Shop by Roast' link added near the top of the mobile product page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Roast guidance sat far down the mobile product page, and only 2% of mobile users engaged with it.
Variant
A 'Shop by Roast' link near the top of the mobile product page opened the roast guidance while shoppers were choosing a product.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Roast level shapes how coffee tastes, so shoppers unsure about roast may hesitate. The link put that answer where they choose.
- On mobile, content far down a long page is easy to miss. Surfacing it early made it usable.
- Desktop shoppers could already find roast guidance in the navigation, so a second entry point added clutter rather than help.
Caveats: The change underperformed on desktop and was rolled out on mobile only. Sample size, test length and confidence level were not shared.
Who ran it
Blend Commerce ran this test for Stone Creek Coffee and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we add a link near the top of the mobile product page that opens product guidance (such as roast level), then more shoppers will buy because they can resolve a key doubt before choosing.
- Primary metric
- Mobile conversion rate
- Guardrails
- Desktop conversion rate
- Revenue per visitor
- Bounce from the guidance content
- Who should test it
- Stores where buyers must pick between options that change the product experience, such as roast, strength or fit, and where guidance is buried on mobile. Test devices separately; it may not help where the guidance is already easy to find.
Questions
Should product education go near the top of a mobile product page?
If few people scroll to it, yes, it is worth testing.
Here only 2% of mobile users reached the roast guide, and a link near the top lifted mobile conversion by 6%.
Why did the change hurt desktop results?
Desktop users could already reach the roast guide through the navigation.
The source suggests the extra link added noise rather than value.
Can I roll out a winning test on one device only?
Yes. That's what happened here: the link went live on mobile only, where it helped.
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