Experiment Teardown - Adding a "Quick View" option to a product list increased purchase conversion by 13.4%

High-end lighting fixtures are a high-consideration purchase. Typical buyers review a variety of options before making their choice. On this collection page, evaluating options meant constant friction: clicking into a product page, evaluating the specs, clicking back to the grid, and repeat.

57% of shoppers abandoned the site right on the collection page. All that back-and-forth was stalling decisions and driving drop-offs. As a possible solution, we tested whether adding a “quick-action” button directly to the product card would let shoppers compare options faster and with less friction.

Hypothesis: If shoppers can preview products or add them to their cart without leaving the collection page, they'll experience less friction while comparing products and be more likely to complete a purchase.

What We A/B Tested:

The winning variation: "Quick View" proved to be the winning strategy. For high-consideration products, asking shoppers to "Quick Add" without viewing full specifications was premature.

The Impact:

• +19.0% Revenue Per Visitor (RPV)
• +13.4% Purchase Conversion Rate

Key Takeaways:

• Reduce the right friction. The biggest barrier wasn't adding products to the cart. It was getting enough information to feel confident choosing one.
• Keep shoppers in the flow. “Quick View” allowed visitors to explore product details without leaving the collection page or breaking their browsing flow.
• Design for how people make the decision. While shoppers are still evaluating, helping them make a confident choice can be more valuable than simply making it faster to buy.

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