Multiple: Impact Dog Crates: Category Widget and PDP Redesign for Conversion
Hypothesis
Dog crate buyers make considered purchases based on dog size/breed compatibility and safety assurances. A category page widget that guides buyers to the right product for their dog, combined with a PDP redesign that leads with safety certification and use-case imagery, will reduce decision paralysis and improve conversion.
Test Results
Key Learning
Context: Visual elements on the multiple aren't doing enough to communicate value, build trust, or guide users toward the next step.
What was tested: Product selection guidance tools (quizzes, size guides, compatibility selectors) significantly reduce decision paralysis for considered purchases. Pet product buyers respond to safety certification signals and imagery of real use cases (dogs in crates) more than product specs alone. Category page conversion improvements compound with PDP improvements
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested multiple: impact dog crates: category widget and pdp redesign for conversion but produced no statistically significant change. The test was run on a landing page page in the e-commerce industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
Impact Dog Crates, known for high-quality escape-proof dog crates, worked with Invesp to improve conversion rates on their DTC site. Invesp identified that product selection complexity (matching crate size to dog breed/size/weight) was a primary friction point. Solutions included a category page widget to guide product selection and a PDP redesign emphasizing safety and trust signals.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
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Content Page: Maybe Later on Content Page
Context: Key actions on the content page disappear as users scroll, creating a gap between intent and the ability to act.
Checkout: Multiple Steps
Problem: Friction during the checkout process causes users to abandon right when they're closest to converting.