Bike traffic straight to the collection
What changed
Straight to the products
The bike grid replaces the photo hero.
Results
RPV uplift+5.1%
Conversion-rate uplift+9.1%
Average order value−3.7%
Duration27 days
Bars: control vs. variant, indexed. Data from Intelligems.
About the test
Hypothesis
Paid bike traffic buys more when it lands on the bike collection than on a dedicated landing page.
Learned
Routing paid bike traffic straight to the collection returned +5.1% revenue per visitor and +9.1% conversion rate. Average order value dropped 3.7%, so the collection route wins by bringing in more orders rather than bigger ones. The routing was rolled out.
