Flavor names shown beside swatches: +6% conversion rate
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsShowing the flavor name beside each swatch lifted Supergut's conversion rate by 6%.
Visually ran this test with Supergut, a gut health supplement brand, and published it as a Visually case study.
Shoppers no longer had to guess what each swatch meant.
- Conversion rate: +6% with flavor names beside the swatches.
- A small labeling change produced the lift.
- Sample size, duration and confidence level were not shared.
The change
Flavor names added beside each swatch
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page showed flavor swatches with no names.
Variant
Each flavor swatch had its name shown right beside it.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A color swatch alone may not tell shoppers which flavor it is. A name removes the guesswork.
- Mobile shoppers cannot hover to see a label, so visible names help them most.
- Clear choices make it easier to pick and add to cart.
Caveats: Visually reported this result in its own marketing case study. Sample size, test length and statistical confidence were not shared.
Who ran it
Visually ran this test for Supergut and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we show the option name beside each swatch, then conversion rate will rise because shoppers can tell the options apart at a glance.
- Primary metric
- Conversion rate
- Guardrails
- Add-to-cart rate
- Option mix sold
- Returns or exchanges for the wrong option
- Who should test it
- Stores using unlabeled swatches for flavors, scents or other options that a color cannot explain. It will do little if your swatches already carry names.
Questions
Should swatches have text labels?
When the swatch alone does not explain the option, yes.
Supergut saw a 6% conversion lift from naming each flavor swatch.
Do labels matter more on mobile?
Probably, since mobile shoppers cannot hover to reveal a name.
Supergut's case study did not split results by device.
Where should the label go?
Beside or under each swatch so it is always visible. Supergut placed the name beside each swatch.
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