The quick version

A home essentials brand was taking pre-orders on a new product, offering shoppers a choice between a single unit and a multi-unit bundle. They tested removing the choice entirely and presenting only the bundle. Profit per visitor rose 22%, and conversion rose 26%, with average order value holding flat.

The setup

The brand wanted to know whether offering both purchase paths was actually helping or quietly costing them.

Conventional wisdom says you show the single unit and the bundle side by side, so you capture the value shopper and the volume shopper at once. But this was a pre-order, so shoppers were already being asked to commit to a product they were unfamiliar with. The team suspected a second decision stacked on top of that commitment was one too many.

What they tested

Control: A choice between the single product and the bundle, both presented on the pre-order page.

Variant: The bundle only, pre-selected as the single default offer, with the single-unit path removed.

The results

Over 750+ combined orders, more visitors converted, and each order carried more units, while average order value stayed flat. Cart abandonment fell at the same time, which suggests that removing friction on the bundle-only page helped.

• Gross profit / visitor: +22%

• Revenue / visitor: +26%

• Conversion rate: +26%

• Units / order: +18%

The takeaway

Removing an option raised conversion, which is the opposite of what most merchants expect. More shoppers bought, each order carried more units, and fewer carts were abandoned.

Anyone willing to pre-order sits at the enthusiastic end of the audience, and the single-unit option gave that enthusiasm a smaller place to land. Removing it left one question worth answering: buy or not.

Why it worked

• A pre-order already asks the shopper to accept uncertainty, so every extra decision compounds the hesitation

• Turning "which one" into "yes or no" is a faster question, and falling cart abandonment proves it removed friction rather than added pressure

Intelligems lets you A/B test bundles, offers, and default selections on your Shopify store, with COGS built in so you see the profit impact, not just revenue, without any coding.