Shopify Bundle A/B Test: How a Dedicated Bundle Landing Page Lifted Revenue per Visitor by 18.7%

TL;DR

A European car diagnostics brand sells its scanner and a 12-month app subscription together as a bundle. The bundle gives the shopper everything they need in one purchase.

The bundle was sold on a standard product page. We tested a dedicated landing page that explains what the bundle includes and what the shopper can do with it.

We designed, built and ran this Shopify A/B test as part of the store's testing programme. Over 10 days, the landing page lifted revenue per visitor by 18.7% and conversion rate by 20.6%.

The challenge: a bundle has two parts, and the page showed one

A bundle of hardware and software is two purchases in one. The scanner is easy to picture. The 12 months of app access, which unlocks most of what customers buy the scanner for, is not.

A product page template puts the device photo and price first. Shoppers comparing the bundle with the scanner on its own had to work out the value of the subscription themselves.

The research: why customers bought

Our Shopify CRO research for this store analysed more than 500 post-purchase survey responses and product reviews. It confirmed why the landing page worked: customers described the same reasons to buy that the page put first.

• ✓Savings against the dealership: 38 signals, the most cited reason to buy. Reviewers named the amounts they saved.
• ✓Ease of use: 49 signals described the setup as plug-and-play.
• ✓Subscription doubts: 36 negative signals came from shoppers who didn't expect the app to need a paid plan.

What shoppers saw on the original bundle page

The original bundle page used the store's standard Shopify product template. Above the fold, shoppers saw device images, three feature icons and two purchase options: “Scanner Only” and “Scanner + App Subscription”, with a discount badge and a subscription plan selector inside the bundle option.

The page showed the bundle as a discount on two items. It didn't show what the app unlocks or what the bundle saves against a dealership visit, the reason customers later cited most.

The hypothesis: sell the bundle as a complete solution

If we send bundle shoppers to a landing page that explains both parts of the bundle and what they unlock together, more of them will buy, increasing revenue per visitor.

The bundle, price and checkout stayed the same. The test changed how we presented the offer.

The variation: a landing page that sells the bundle as a dealer replacement

The offer and the checkout stayed the same. The landing page replaced the product page template with sections built around the value of the bundle:

1. 1Hero: a headline positioning the bundle as a replacement for a dealer visit, a customer rating, buttons to buy and to check car compatibility, and a strip with app platforms, years of expertise, car brands covered and the carmaker partnership.
2. 2Savings block: what one diagnostic visit at a dealer costs, with the promise that the product pays for itself on first use, what's included (the scanner and the Pro app subscription) and a short list of jobs shoppers can do themselves.
3. 3Creator videos: short videos from drivers using the product.
4. 4Buy box: a plan selector, a compatibility check, a list of what the app unlocks, a note that customisations are permanent, and “no fine print, cancel anytime” under the button.
5. 5Guarantee strip: money-back guarantee, warranty, free shipping, secure payment and cancel anytime.
6. 6Comparison table: free app vs the Pro app.
7. 7Reviews from drivers, what the app does, an FAQ and a compatibility checker (brand, model, generation).
8. 8Final call to action to stop paying dealer prices.

The research that followed showed why this structure fit:

• ✓The savings block put first what customers later named as their top reason to buy, and showed the value of the app part of the bundle.
• ✓Creator videos and reviews brought in peer proof.
• ✓The buy box and guarantees spoke to the subscription doubts customers described, and the compatibility checker let shoppers confirm their car without leaving the page.

The test compared two whole pages, so it measured the combined effect of all these sections and does not isolate any single one.

The results: +18.7% revenue per visitor in 10 days

We ran the test in Intelligems for 10 days, splitting bundle traffic between the original page and the landing page.

Conversion drove the result: 20.6% more visitors bought, while average order value stayed close to the control at -1.6%. Together, these contributed to the 18.7% uplift in revenue per visitor observed during the test.

We used revenue per visitor as the primary success metric because it captures the combined effect of conversion and order value.

What this test taught us about selling bundles on Shopify

When a bundle combines a device with a service, shoppers need to see what the service part does before the bundle looks like good value.

For this store, shoppers needed:

• ✓Clear contents: the scanner and 12 months of app access, both named.
• ✓Clear value: what the app unlocks and what it saves against a dealership visit.
• ✓Reassurance: that the setup is simple.

The store ran a subscription landing page test in the same month, which also beat the standard product page.

What could A/B testing uncover in your store?

We plan, build and run A/B tests for Shopify stores, grounded in customer research rather than guesswork. Get in touch to find out what to test next.