Case Study: BUT achieves 22.2% higher conversion and 34.7% more value per visitor with AB Tasty

Experimentng With a Product Page’s Default Sort Mode

BUT, a French furniture and household appliance retailer, wanted to understand how price influences shoppers’ browsing and buying behavior on its most-viewed product pages. Using AB Tasty’s A/B testing platform, BUT tested alternative default sort modes on its sofa page (originally sorted by popularity) to see whether sorting by rating or price would affect engagement and conversions.

AB Tasty ran three variations—highest-rated, most-to-least expensive, and least-to-most expensive—and found the least-to-most expensive sort drove the best results within two weeks: conversion rate +22.2%, average cart price +10.1%, average value per visitor +34.7% and revisit rate +3.4%. AB Tasty’s experiment shows reorganizing product pages by price can deliver clear, measurable uplift for furniture and home-appliance retailers.

BUT