Product test: hiking backpack, Sweden
Which concept, at its price, generates the highest demand and the highest revenue?
Decision
Concepts
Industry
Retail & brands
Market
Sweden
Channel
Meta
Field days
7
LP visitors
4,201
SE
en
Key findings
Trail at 1,049 kr gets 2.0 times the purchase intent of Basic (3.05% vs 1.50%) and about three times the revenue per visitor.
Sample report
Product test: hiking backpack, Sweden
Research question 1
Which of the three concepts generates the highest purchase intent?
Trail leads with 3.05% purchase intent against 1.50% for Basic and 2.02% for Pro; likely winner against Basic, no difference against Pro.
Research question 2
Which concept brings the highest revenue per visitor?
Trail (31.97 kr) and Pro bring roughly three times as much revenue potential per visitor as Basic (10.47 kr), Trail at the lower price.
Research question 3
How strong is the leading concept's purchase intent by comparison?
The interval of Trail's purchase intent includes the illustrative benchmark of 2.40%; Trail sits within the range of comparable tests.
Test design
3 variants, one variable.
The package of concept and price (volume, equipment, product image and price); page, brand, audience and the journey from the resolution onwards are identical for all three concepts.
Variant
Setup
Variant A | Basic · 699 kr ; Variant B | Trail · 1,049 kr ; Variant C | Pro · 1,499 kr
Three variants, each on its own offer page
Metrics
From ad impression to confirmation.
CTA II is purchase intent: the click with which visitors show interest in the offer. Email and double opt-in follow after the notice that the offer is not yet available.
Field days
7
LP visitors
4,201
Ad spend
23,122 kr
Channel
Meta
| Basic · 699 kr | Trail · 1,049 kr | Pro · 1,499 kr ; Impressions | 166,064 | 163,297 | 162,614 ; Clicks | 1,561 | 1,486 | 1,431 ; CTR | 0.94% | 0.91% | 0.88% ; CPC | 4.95 kr | 5.17 kr | 5.39 kr ; LP visitors | 1,402 | 1,411 | 1,388 ; CTA I | 196 · 13.98% | 254 · 18.00% | 231 · 16.64% ; CTA II · Purchase intent | 21 · 1.50% | 43 · 3.05% | 28 · 2.02% ; Email | 8 · 0.57% | 17 · 1.20% | 11 · 0.79% ; Double opt-in | 5 · 0.36% | 11 · 0.78% | 7 · 0.50% ; Cost per purchase intent | 368 kr | 179 kr | 275 kr
Context
What the data also shows.
Audience
Market potential
Customer journey
How visitors experienced the test.
Nothing is sold. What is measured is how many visitors choose the offer.
Step 1
Ad
The ad appears in a familiar setting, in search or in the feed.
Step 2
Offer page
Visitors see an offer page in a familiar online setting and can show their interest there.
Step 3
Notice
After the click, visitors learn that the offer is not yet available.
Step 4
Anyone who wants to be informed leaves their email voluntarily.
Step 5
Confirmation
The sign-up is confirmed by double opt-in.
Full report · PDF in English
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