All tests
CVRCollection pageApparel
Colour swatches on collection tiles (not just PDP)
Visual colour preview on collection saves a click-back loop for shoppers browsing multi-colour SKUs.
Winner
+22.4%
Collection → PDP CTR
31,558
Sessions
99%
Confidence
14d
Duration
Variant A — Control
PLP tiles show product name + price only.
Variant B — Treatment
Each tile shows up to 6 colour swatches; clicking swaps the main image without a page reload.
What we took away
B — Variant won
Also reduced bounce-back from PDPs (people found the colour they wanted on first click). Critical for stores with 4+ colour variants per product.
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