@stoykovallex1
@joshtCROWhy bundles matter on the product page
Bundles and quantity breaks are the main AOV lever on a product page.
They also add a decision to the buy box, and every decision can slow a shopper down. The tests below show both sides.
Measured results
Bundle builders and redesigned selectors
The biggest lift came from Dave Diederen's new bundle builder with quantity and subscribe-and-save steps: +85.04% conversion rate, +104.06% revenue per visitor and +95.3% profit per visitor.
A simpler bundle builder won +14.11% revenue per visitor and +$13,011/month.
Kasper Dolk's custom selector emphasising the "3 for X" bundle won +43.75% revenue per session.
Dave Diederen's selector that asks who the product is for, then shows supply with per-day pricing lost -5.22% conversion rate but won +9.45% revenue per visitor and +15.48% AOV, a reminder to judge bundle tests on revenue, not orders.
Small changes to an existing selector
- A "You're saving $X" line: +11.26% conversion rate, +12.53% revenue per visitor (Dave Diederen).
- Less padding in the buy box: +10.74% conversion rate, +$168,850/month est. (Dave Diederen).
- Biggest pack listed first: +8.47% revenue per visitor, €3.54 to €3.84 (Elevate A/B Testing).
- Explanatory copy, included vs upsell slots and a trust line: +8.66% revenue per visitor, +5.13% AOV (Dave Diederen).
- Confetti and "biggest savings unlocked" on the largest bundle: +5.47% conversion rate (Dave Diederen).
- Title changed to "Low Stock - Selling Fast": +4.82% revenue per visitor (Dave Diederen).
- A countdown timer above the selector: reported as winning repeatedly, no figures given (Dave Diederen).
Adding bundles or a bundle offer
Oliver Kenyon added bundle options directly on the page for +$182k monthly revenue and +$0.85 revenue per session.
Oliver Kenyon also won with a 3-pack "Save 20%" above the add-to-cart button (+$52,820/month) and a free recipe e-book with bundles (+$68,000/month).
Alex Stoykov's one-click "Frequently Bought Together" bundle won +10.87% revenue per visitor.
Milos's redesign with bundles reported +81% conversion rate, but it also changed the image, headline, bullets and testimonials.
Dave Diederen's sticky bar that scrolls up to the bundle picker won +$32,565/month.
@oliverkenyon
@DaveDiederen@DaveDiederen@DaveDiederen
@elevate_ab
@CROguy_Losing or flat tests
The Buy 2 Get 1 Free test is the clearest loss.
With a $155 single pack, Milos offered either "Buy 2 Get 1 Free" or a plain 2-pack, both at $240. The free-unit version lost -51.36% conversion rate, -52.38% revenue per visitor and about -$104,679/month.
An offer that looks better on paper can still lose.
Oliver Kenyon's removal test won by taking bundles away: +8.7% conversion rate, +7.8% revenue per visitor, with AOV unchanged.
Oliver Kenyon's advice: if your bundles are not lifting AOV, test removing them.
Untested ideas
43 ideas have no measured result. The common threads:
- Pre-select the most popular or highest-margin tier (Kasper Dolk, Dave Diederen). Josh Thompson claims gains from this but shows no test data.
- Show per-unit, per-day or per-serving prices and list every item's value next to the bundle price (Kasper Dolk).
- Do not cap selectors at 3/4/6 units, and test a deliberately weak anchor option (Kasper Dolk).
- Pair the quantity step with a subscription toggle and free gifts (Dave Diederen).
- Mix-and-match builders across different products (Dave Diederen).
Placement and design patterns that won
- State the savings in money, in the selector.
- Keep the buy box compact.
- Lead with the largest pack.
- Put the bundle near the add-to-cart button.
- Measure revenue per visitor, since conversion rate can fall while revenue rises.
Related tests elsewhere on the store
See the full bundle collection, product page subscription tests and product page upsell tests.