One-screen comparison table on product page: +10.27% profit/visitor
Test run byVastaCRO agency
Commentary byLiftArchiveOur analysis, not theirsReplacing variant tabs with a one-screen comparison table raised profit per visitor by 10.27% on TryAuri's product page.
Vasta ran this test for the supplement brand. Conversion rate rose 4.69% at 95% confidence.
- Profit per visitor: +10.27%, the headline metric.
- Conversion rate: +4.69%, reported at 95% confidence.
- The agency estimated 203 extra orders and $24,837 in extra revenue a month.
The change
Variant tabs replaced by a side-by-side table with a best-seller highlight.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A product page where shoppers had to click between variant tabs to see how the options differed.
Variant
A single comparison table that showed every option side by side, with the best seller highlighted. It was designed for mobile first.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers no longer had to remember what each tab said; the differences were visible at a glance.
- Flagging a best seller gives undecided shoppers a safe default.
- Building for mobile first matters when a small screen makes tab-hopping harder.
- Profit per visitor rose faster than conversion rate, which suggests shoppers may have picked higher-margin options, though the mix was not shared.
Caveats: Sample size and test duration were not shared, and the monthly figures are the agency's own estimates.
Who ran it
Vasta ran this test for TryAuri and published the results (Vasta case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Vasta →
How to run this test on your store
- Hypothesis
- If we show all product options in one comparison table with a best-seller highlight, then conversion rate will rise because shoppers can choose without clicking through tabs.
- Primary metric
- Profit per visitor
- Guardrails
- Conversion rate
- Average order value
- Mix of options sold
- Who should test it
- Stores selling several close variants of one product, such as strengths, sizes or formulas. If you sell one version, or your options are obvious from a photo, a table adds little.
Questions
Do comparison tables help on product pages?
They tend to help when shoppers must choose between similar options.
In this test the table lifted profit per visitor by 10.27%.
Should I highlight a best seller among variants?
A best-seller label gives unsure shoppers an easy default.
Here it was part of the winning table, so its own effect isn't known.
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