Star ratings on collection product cards: +73.5% order value
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding star ratings and review counts to Titan Casket's collection page product cards lifted average order value by 73.5%.
Blend Commerce ran this A/B test for the funeral products brand.
The test did not reach 95% significance, and most of the gain came from mobile.
- Average order value: +73.5%.
- Conversion rate: +23.2%.
- Revenue per visitor: +113.7% overall.
- Mobile drove most of the gain, with mobile conversion up 69.9%. Desktop gained much less.
- The test fell short of 95% significance, so these numbers are a strong signal, not a proven effect.
The change
Product cards gain a star rating and review count.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Collection pages showed product cards with no reviews, even though the brand collected them.
Variant
Each product card showed a star rating and the number of reviews.
Why it likely won
Our reading of the result, not the practitioner's claim.
- An audit found shoppers faced many similar choices and no social proof while browsing. Ratings helped them pick.
- A casket is a costly, emotional purchase. Seeing that others trusted a product may have made buyers comfortable choosing higher-priced options.
- On mobile, shoppers see fewer cards at once, so a quick quality signal on each card may matter more.
Caveats: The test did not reach 95% significance, and sample size and duration were not shared. Very large lifts like these often shrink with more data.
Who ran it
Blend Commerce ran this test for Titan Casket 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 show star ratings and review counts on collection product cards, then order value and conversion will rise because shoppers can choose with more confidence.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Collection-to-product click rate
- Mobile vs desktop conversion
- Who should test it
- Stores with plenty of reviews and many similar products, especially high-priced or considered purchases. If most products have few or no reviews, empty or low counts could hurt.
Questions
Should star ratings appear on collection pages?
Often, yes, if you have enough reviews. In this test they raised order value and conversion, mainly on mobile.
What if some products have no reviews?
Consider hiding ratings on cards with none rather than showing zero stars.
Products with few reviews can look weaker next to well-reviewed ones.
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