Experiments that improve product pages in retail

Two experiments that draw more attention to popular products increase the likelihood that those items will be added to the cart.

• WHO: E-commerce & CRO teams
• IMPACTED PAGES: Product pages, product listing pages, product detail Pages
• INDUSTRY: Retail

Experiment 1: Using 'Highly Rated' badges to drive add-to-cart on product pages

Hypothesis: Applying 'Highly Rated' badges to items with positive reviews will call greater attention to popular products, increasing the likelihood that those items will be added to cart.

Image source: Optimizely

Results:

Takeaways:

1. 'Highly Rated' badges drive more traffic to product detail pages and add-to-cart behavior for badge-eligible items.
2. Gains achieved via badge-eligible items were impactful enough to cause significant uplifts across the entire inventory. The halo effect is real.
3. No significant impact was observed for purchase conversion, indicating the badge influences early-funnel engagement rather than the final purchase decision.

Experiment 2: Using size filters to reduce friction on product pages

Hypothesis: If size filters are given more exposure and simplified to include both men's and women's sizes as a single feature option, visitors will be more likely to find footwear of interest, increasing revenue.

Image source: Optimizely

Results:

Takeaways:

1. Consolidating size filters and surfacing them above the fold significantly increased revenue per visitor. The experiment removed the friction of clicking into a PDP only to find your size is out of stock.
2. Size filter engagement increased by 33.8%. That kind of proxy metric confirms the friction was real, and removing it mattered.

Your product page is already telling you what to do next

Your product page is already telling you what to test next

Every hesitation, every abandoned cart, every filter click that leads nowhere is a signal. Most teams log it as a metric. The Experimentation Ideation Agent acts on it, reading your product pages and surfacing what to test next, ranked by potential impact.

That is one signal on one page. Imagine what happens when every signal, across every experience, connects.

See experience optimization in motion