# Radio buttons instead of tabs for purchase options: +24.6% conversion

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Variant, size & option selectors
- 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/24-increase-in-conversion-rate
- Page: https://liftarchive.com/test/titan-casket-radio-buttons-vs-tabs/

Replacing 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%.

## Result

**+24.6% conversion**

- Conversion rate: +24.6%. This is the headline win.
- Revenue per visitor: +27.9%.
- Average order value: +2.7%.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/titan-casket-radio-buttons-vs-tabs/).
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.