Radio buttons instead of tabs for purchase options: +24.6% conversion
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsReplacing green option tabs with radio buttons, and showing all benefits by default, lifted conversion rate by 24.6% for Titan Casket.
Blend Commerce ran this two-week A/B test on the product page. Revenue per visitor rose 27.9%.
- Conversion rate: +24.6%. This is the headline win.
- Revenue per visitor: +27.9%.
- Average order value: +2.7%.
The change
Tabs become radio buttons, and hidden benefits are shown by default.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Shoppers chose between 'Buy Now' and 'Pre-Plan' using green tabs in the brand colour, which could look like buttons. The benefits of each option only appeared after a tab was clicked.
Variant
The two options were shown as radio buttons, with the benefits of both visible from the start.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Green tabs may have looked like call-to-action buttons, confusing shoppers about where to click to buy.
- Radio buttons are a familiar pattern for picking one option, so the choice was clearer.
- Showing every benefit at once let shoppers compare options without extra clicks, which matters for a big, emotional purchase.
Caveats: The test ran for two weeks. Sample size and confidence level were not shared.
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 purchase options as radio buttons with benefits visible, then more visitors will buy because the choice is clearer and doesn't look like a button.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Average order value
- Mix of options chosen
- Who should test it
- Stores offering a few purchase options, such as buy now versus plan ahead, or one-off versus subscription. If your options are already clear radio buttons, look elsewhere.
Questions
Are radio buttons better than tabs for product options?
For choosing one of a few options, radio buttons are a familiar pattern.
In this test they lifted conversion rate by 24.6% over tabs.
Should option tabs use the brand colour?
Be careful. If tabs share a colour with buttons, shoppers may mistake them for the buy button.
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