Ecommerce Case Study: Redesigning Variant Selectors for Improved User Experience

The Website:

The success of an online store depends not only on the quality of its products but also on how easily customers can navigate through the website and select the desired product variants.

In this case study, we detail the redesign process of the variant selectors in an e-commerce store, aiming to optimize the user experience and improve conversion rates.

The results showcase a significant increase in conversion rate, revenue per visitor, and clickthrough rates at each step of the sales funnel.

What We Tested And Why:

Our primary goal was to redesign the variant selectors to create a more intuitive and user-friendly experience. We aimed to make it easier for visitors to navigate the website and select from the available product variants, which would ultimately lead to higher conversion rates and increased revenue.

The redesign process involved a thorough analysis of the existing variant selector layout, identifying areas of improvement and potential bottlenecks that could hinder the user experience. We then implemented changes based on the insights gathered and conducted a three-week test to measure the impact of the redesign on conversion rates and revenue.

Desktop Mockup:

Control version:

control desktop

Test version:

test desktop

Mobile Mockup:

Control version:

mobile control

Test version:

The Test Results:

After three weeks of testing, we observed the following results:

Conversion rate: There was a significant 144.8% increase in conversion rates, with a 98% confidence level. This indicates that the redesigned variant selectors positively impacted the visitors’ likelihood of making a purchase.

Revenue per visitor: The optimization led to an 83.9% increase in revenue per visitor, highlighting the financial benefits of the redesign.

Sales funnel clickthrough rates: Each step of the sales funnel—adding a product to the cart, proceeding to checkout, and receiving the order—also experienced increased clickthrough rates. This suggests that the redesign not only made it easier for customers to select product variants but also contributed to a smoother overall shopping experience.


The success of this case study demonstrates the importance of continuously improving and optimizing user experience in e-commerce. Redesigning the variant selectors resulted in significant benefits, including increased conversion rates, higher revenue per visitor, and improved clickthrough rates at each stage of the sales funnel. 

Are you ready to increase your conversion rate on your own website? Why not claim our free CRO audit that can increase your conversions anywhere from 20-100+%?  Answer a few questions and we’ll send over the personalized audit by email!

Author: Ayumi


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Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

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