# 'Shop by Roast' link at top of mobile product page: +6% conversion

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Headlines, product titles & copy, Benefit, problem, how-it-works & results sections
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/adding-shop-by-roast-type-hyperlink
- Page: https://liftarchive.com/test/stone-creek-coffee-shop-by-roast-link/

Adding 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.

## Result

**+6% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Desktop conversion rate
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/stone-creek-coffee-shop-by-roast-link/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.