Why bestseller badges matter on the collection page
A collection page asks shoppers to pick one product out of a grid.
A badge gives them a shortcut: this is the one other people chose.
That helps most when products look alike or the shopper is new to the brand.
The catch is that a shortcut only works if it points somewhere.
The one losing version in this set shows what happens when it points everywhere.
Measured results
Dave Diederen added Best Seller badges to products and reported the biggest percentage lift: +30.21% revenue per visitor, +23.45% AOV and +5.47% conversion rate.
The AOV jump suggests the badged products were higher priced, so shoppers were steered up.
A second Dave Diederen test, Added Best Seller badges, won +7.51% conversion rate (+691 orders/month) and +7.21% revenue per visitor, with no change in AOV. That came to +£31,496/month.
Oliver Kenyon ran two tests where badges were part of a wider change.
Best-seller labels plus a tighter fold won +$118,000/month and +$2.15 revenue per session; desktop won and mobile was flat.
Best Seller and Trending labels with visible prices and a Buy Now button on cards won +$29,621/month.
Because several things changed at once, the badge's own share of those lifts is unknown.
@oliverkenyon@oliverkenyon
@DaveDiederen@DaveDiederen@DaveDiederenLosing or flat tests
No final result lost, but one first version did.
Dave Diederen's badge on 3-4 collection products lost -4.72% conversion rate.
When several products all claim to be the bestseller, none stands out.
Cutting it to one badge on the #1 product turned it into a win of +6.03% conversion rate, +8.89% revenue per visitor and +9.25% profit per visitor.
Oliver Kenyon's fold test was flat on mobile, so check device splits before rolling out.
Untested ideas
- Dave Diederen suggests split testing the wording ("Best Seller" vs "Most Loved" or "Fastest Selling"), the placement and which product gets the badge, to steer traffic toward profitable products.
- Dave Diederen suggests the top-left of the card image as the most visible spot, in a brand colour.
- Dave Diederen also sketches ranked "#1 Best Seller" and "New Arrival" badges with image category tiles and a filter bar, and "Most Popular" callouts with variant previews.
- Kasper Dolk's collection concepts combine bestseller tags with filters, swatches, stock left, a USP header and a free shipping indicator.
Placement and design patterns that won
- One badge on one clear top seller beat several badges.
- Badges on cards that also show the price and a direct buy button won for Oliver Kenyon.
- Badging higher-priced products can lift AOV as well as conversion rate.
- Tie the badge to real sales data so the claim stays true.
Related tests elsewhere on the store
See bestseller badge tests on product pages, the full bestseller badge collection and collection page product card tests.