Adding a clearly visible gift-wrap add-on in the cart drawer (with price and value props) will lift AOV through incremental upsell revenue without hurting conversion.

CVR +7.41%, RPV +4.56%, AOV -2.65%. Est. +524 orders/mo, +$34,825/mo. 97% confidence (one-tailed z-test). A visible, low-friction upsell in the cart removed a barrier for gift buyers. RPV rose even as AOV dipped slightly (more single-item gift buyers), net positive. Ran pre-BFCM, so validate uptake outside the gifting season.

A user-generated video section below the CTA gives hesitant scrollers social proof and visual clarity (real customers, real fit and color), reducing purchase hesitation.

CVR +5.87%, RPV +7.20%, AOV +1.26%. Est. +297 orders/mo, +$39,868/mo. 88% confidence (small sample, ~12.7k/arm). Real customer videos reassured visitors who scroll past the CTA; AOV lifted alongside CVR. Roll out and keep the UGC library fresh.

A stock widget (in stock / low stock / pre-order) reduces hesitation and sets shipping expectations, preventing delayed decisions and checkout abandonment.

CVR +2.02%, RPV +1.90%, AOV flat. Est. +288 orders/mo, +$29,276/mo. 72% confidence. "In stock, ready to ship" removed a silent objection and signaled reliability to first-time buyers. Ran during peak holiday traffic, validate the lift holds in normal conditions.

By surfacing claims-safe product value props inside the slide cart drawer, we expect carted visitors, particularly first-time buyers who have not yet built trust in the brand, to hold their intent through to checkout, thereby lifting checkout completion and revenue per visitor.

Both variations beat control on revenue per visitor; the probability that control was best was 1%. V1 led with +5.4% CVR and +8.7% RPV unfiltered, and AOV up +3.1%. The effect sat almost entirely with new visitors (about 77% of traffic): +7.9% CVR and +12.6% RPV, while returning visitors were flat. That is mechanistically coherent: value props inform first-time buyers; returning buyers already know the terms. Honesty note on the headline: add-to-cart rate drifted about +2.2% between arms before the change could even render, so part of the raw lift is noise. Conditioned on actual cart exposure, the defensible effect is about +3% CVR / +6% RPV overall, and +6% CVR / +11% RPV among new visitors. We report the conservative number. Caveats we logged: about 97% of traffic was mobile so desktop was unreadable, the 2.1-day runtime had no weekend in it, and a concurrent test added variance late in the window.

If we remove the AI shopping agent widget from the PDP, then conversion rate and revenue per visitor will increase, because clearing an interruptive overlay from the mobile buy zone removes distraction and decision friction for the 99% of visitors who never engage with it, and eliminates off script AI answers and discount nudges that undermine trust and anchor order value down.

Winner: removing the widget lifted CVR ~+2.4% relative (3.96% to 4.05%) and RPV ~+4.2%, with AOV up ~+1.8% ($67.66 to $68.86). 1. The AOV lift aligns with the widget's own admin data, where agent assisted sessions had lower AOV than unassisted ($69.01 vs $70.98). The agent's discount nudges anchored orders down; removing them recovered both conversion and order value. 2. Vendor dashboards overstate value. The agent claimed $24K in "agent assisted sales", yet the controlled test shows the store earns more without it. Judge widgets by A/B tests, never by attributed revenue. 3. Default on app embeds are not neutral. This one shipped bundled with the Clarity analytics app and was never deliberately chosen. Audit app embeds after every app install or update. 4. The engagement telemetry predicted the outcome: under 1% engagement, 1.1 turns and 7 second conversations meant the widget was visual noise at the decision point. These signals can pre-qualify future removal tests. 5. Pattern for this account: the skeptical 40+ mobile buyer converts better with fewer interruptions in the buy zone. Next: switch the widget off sitewide (single app embed toggle) and prioritize the pre checkout upsell popup removal test, which follows the same principle.

Adding a sticky ATC bar on mobile will increase mobile conversion rate by eliminating scroll-back friction for customers who reach purchase intent mid-page or below the fold, making the buy action immediately accessible at any point in the browsing session.

Winner: the sticky ATC bar lifted CVR ~+4.1% relative (1.53% to 1.59%) and RPV ~+4.8% ($2.85 to $2.98), adding an estimated $2.8M in annualized revenue.