A/B Lessons: Why Removing the Recommended Carousel Improved Discovery at Shoploop

Design · 5 min read

Shoploop's homepage previously featured a recommended carousel powered by a popularity and recency algorithm. However, analytics showed low engagement with rightward swipes and low incremental conversion from items surfaced there. The design team hypothesized that the carousel created choice paralysis and overshadowed curated discovery channels.

They experimented with replacing the carousel with a vertically scannable curated feed organized by small editorial collections and clear contextual labels like 'weekly picks' and 'local favorites.' Each card prioritized a single CTA and included subtle social proof cues. The team paired the UX change with a different engagement model: fewer algorithmic pushes, more human-curated signals to guide discovery.

Over an 8-week test, session depth increased, average items viewed per session went up 21%, and conversion attributed to organic browsing increased 16%. The experiment surfaced an important design lesson: personalization must be balanced with discoverability and clarity of intent. The article recommends rules for designers considering similar moves: measure downstream conversion, consider editorial scaffolding to frame recommendations, and be willing to remove 'smart' components that distract from coherent browsing experiences.