Shopify Comparison Table A/B Test: Why Comparing Three Brands Didn't Move Revenue per Visitor

TL;DR

This test ran on the store of a European car diagnostics brand. Shoppers buy its OBD2 scanner together with a paid app that opens up hidden car features, advanced diagnostics and service tools.

Shoppers in this category can choose between several similar scanner and app products, so the product page has to explain why this one is worth buying.

As part of our Shopify A/B testing programme for the store, we added a table comparing the brand's scanner with two competing products to the product pages. After a month, it made no significant difference to revenue per visitor.

The challenge: answering “why this one?” where the decision happens

The product page is where shoppers decide. A table on that page puts the comparison in front of shoppers at that moment, instead of on a separate page they may never visit.

The research: what shoppers weigh before buying

In our Shopify CRO research, the objections that matter most surfaced in customer surveys and reviews, and analytics and a store walkthrough confirmed where they hit the journey.

• ✓Subscription opacity: 36 negative signals described unclear subscription terms or hidden fees.
• ✓Compatibility doubt: 19 negative signals came from shoppers who couldn't confirm their car was supported before buying.
• ✓The real alternative: reviews compared the brand with cheap generic OBD2 dongles, and the product page never explained why this brand costs more.

The hypothesis: compare at the point of decision

If we show a comparison with two competitors on the product page, shoppers will see why this product is the better choice, increasing revenue per visitor.

The variation: a three-brand comparison table

The variation added a table comparing the brand's scanner with two competing products to the product pages. The test measured the combined effect of these changes and does not isolate any single element.

The results: no significant change in revenue per visitor

We ran the test in Intelligems for 29 days, comparing the original product pages with the variation.

Revenue per visitor and conversion both came in about 3.8% lower and order value did not change. After a month of traffic, the difference was not statistically significant.

What this test taught us about comparison content

Most shoppers on this store had other questions on their mind. They wanted to know whether the scanner would work on their car, how the subscription worked and why it cost more than a generic dongle. A table of competing brands answered none of them.

Tests that addressed the real objections did far better. A subscription clarity test, for example, lifted revenue per visitor by 11.86% and conversion rate by 10.98%. A separate competitor landing page ended with almost the same flat result.

Find out what your shoppers need to see next to the add-to-cart

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.