# Category pills on collection pages: +51% conversion rate

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Filters, sorting & site search, Navigation & mega menus
- 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/collection-page-category-navigation-pills-conversion
- Page: https://liftarchive.com/test/usa-containers-collection-category-pills/

Adding a row of related-category pills above the product grid lifted conversion rate by 51% and revenue per visitor by 79% for USA Containers. Blend Commerce ran the test on mobile and desktop. Results only cover sessions that landed directly on a collection page.

## Result

**+51% conversion rate**

- Conversion rate: +51% for sessions that landed on a collection page.
- Revenue per visitor: +79%, helped by a 19% rise in average order value.
- Add-to-cart rate: +45%, and checkout-begin rate: +46%.
- Product-page views: +3%. Collection-page view rate did not change, so the pills helped people move around within collections rather than bringing them there more often.

## Control

Collection pages had no quick links to related product groups. Visitors who wanted another range had to use the main navigation.

## Variant

A row of pill-shaped links sat above the product grid, pointing to related categories such as Most Popular, Upgrade Kits, Movement Kits and Shelves.

## Why it likely won (our reading)

- Shoppers landing on a collection already have a clear need. The pills show the next relevant range without a trip back to the menu.
- Labels like 'Upgrade Kits' suggest add-ons, which may explain the higher order value.
- On mobile, a visible row of links is much easier than opening a menu and drilling down.

## Caveats

Analysis was limited to sessions that started on a collection page. Duration, sample size and statistical confidence were not shared.

## How to run this test

- Hypothesis: If we add related-category pills above the product grid, then more collection-page visitors will convert because they can reach the right product group in one tap.
- Primary metric: Conversion rate for sessions landing on collection pages
- Guardrail: Average order value
- Guardrail: Product-page views per session
- Guardrail: Bounce rate on collection pages
- Who should test it: Stores with several related product groups and lots of paid or search traffic landing on collections. Small catalogues with one or two collections have little to link to.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/usa-containers-collection-category-pills/).
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.