Product: Product Page
Hypothesis
If we test a similar change on our product pages as tested, then our conversion metric will likely improve based on their implementation decision.
Test Results
Key Learning
Problem: Friction during the product process causes users to abandon right when they're closest to converting.
What worked: implemented this UI change (Aug 16, 2022). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. Use this win as a foundation for further iteration on adjacent elements.
How to Apply This to Your Site
This experiment demonstrated that product: product page can improve conversions. The test was run on a product page page in the e-commerce industry.
Before you test: Consider that form 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
Here is a very tiny a/b test from - the marking of two product personalization fields as required using red asterisks. If I had to guess, I'd expect the effect on checkouts was probably very small if any (based on the pattern data so far).
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
Checkout: Fewer Form Fields
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.
Checkout: Top Aligned Labels
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Home landing: Natural Language Forms
Context: Multi-step processes on the home landing can overwhelm users if they can't see how far along they are or how much is left.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.