Test Purpose
The purpose of this test was to see if altering the UX experience on the order page with a stronger visual aid on unit selections would reduce confusion for the customer and increase CVR.
This concept went through 2 phase of testing:
Test V1 - Selections made by the customer where highlighted in yellow.
Test V2 - Selections made by the customer where highlighted in yellow + Arrow
Test Variables
CVR / AOV / Step1 Decline Rate.
Summary of Results
Reference
Variables controlled in this test:
Device - Arrow element was displayed on Test V2 on mobile to keep it consistent with desktop.
Results:
Overall both test had a negative effect on CVR.