How one collection page reorder lifted conversions by 7.7%

Ease new customers into your catalog by leading with your simplest, most approachable products before multi-product bundles.

It’s tempting to position high-value bundles up the page.

But if you chase AOV too early, you risk losing the sale entirely.

For a personal care brand, we tested reordering the “Shop All” collection to show a $20 best-seller before any high-priced bundles.

The result? A 7.7% lift in conversion rate.

Entry-level products lower the barrier to purchase.

By introducing a simple product that was easier to say “yes” to, more visitors converted.

Then, they engaged with bundles/upsells later.

CPG shoppers often land on site without deep product knowledge.

If you haven’t earned trust yet, high-priced bundles add friction that can cost you.

This doesn’t mean they shouldn’t be promoted.

It means when you promote them matters.

Introduce single items first to pave the way for bundle upsells later.

✨ Takeaway: CPG brands: lead with your most accessible product to build trust before bundles.

Then, as always, test!