Test the starting point of the purchase.
Change the default pack size from four filters to six, while keeping the quantity adjustable.
The problem.
A preselected pack creates a starting point for the purchase. Customers can change it, but the default may shape what feels like the normal order. This experiment investigated whether a six-filter starting selection could support higher order value for the brand's audience.
The evidence and questions.
The program identified pack size and product-page purchase choices as areas of decision friction. This experiment focused on the default quantity while maintaining the customer's ability to adjust the selection.
The hypothesis.
If the default pack size changes from four to six, more shoppers may retain the higher-value starting selection, increasing average order value and revenue per visitor.
The change, made tangible.
Select your quantity
| Quantity | Each |
|---|---|
| 1 | $33.97 |
| 2 | $17.25 |
| 4 | $11.06 |
| 6+ | $9.93 |
| 12+ | $9.43 |
Select your quantity
| Quantity | Each |
|---|---|
| 1 | $33.97 |
| 2 | $17.25 |
| 4 | $11.06 |
| 6+ | $9.93 |
| 12+ | $9.43 |
- Change the initial quantity from four filters to six.
- Keep quantity controls available.
- Show the price per filter and the pack total.
- Keep the quantity-pricing table visible beside the choice.
Reported test results.
The program summary reports a 7.34% average-order-value uplift, an additional $0.99 in revenue per visitor, and a $46,740 one-month return. The summary describes the test as increasing order value without harming conversion; it does not provide the conversion estimate or its uncertainty.
The useful learning.
A default is a testable part of the buying journey. Evaluate its fit with customer needs and consider revenue per visitor and conversion alongside order value.