Adding a 'What Matters Most on Your Trips?' Picker to Monos' Carry-On Collection — Turning Ten Models Into One Clear Choice

Hypothesis: Shoppers don't need fewer options; they need a reason to pick one. Letting them say what matters on their trips, and showing the best match with the specs behind it, should keep the research on Monos' own page and cut the wrong-model buys that come from guessing.

Brand of the Week

Monos is a Canadian luggage brand with a polished, design-led reputation — more than 15,000 five-star reviews, a limited lifetime warranty and a 100-day trial. Its carry-on range is where the choice gets hard: ten models across four family sections, from Carry-On and Carry-On Pro to Expandable and Plus versions, all in the same sleek hardshell look.

Why we're testing this

When ten models look alike, shoppers can't tell which one fits their trip, so they do the research somewhere else — one buyer picked the Carry-On "after watching YouTube reviews" — or they guess and get it wrong ("I should have bought the smaller Carry-On"). Either way, the sale is at risk. The primary metric we'd watch is click-through from the collection page to a product page, along with Add to Cart rate; we'd also track how often shoppers use the picker and the airline check, and whether wrong-model returns and exchanges drop over time.

The challenge

We took a peek at Monos' carry-on collection, and three things caught our attention.

Ten carry-on models, and the cards can't tell them apart. Each card shows a name, a price and a colour count. No size, no weight, no difference. The collection FAQ asks "Carry-On, Carry-On Plus, or Expandable — which one?" and answers with a link to a blog post, and the "Change Model" dropdown on the product page lists nine bare names.

Shoppers are asking the question out loud. "What is the difference between Carry-On and Carry-On Plus?" is a real question from a real shopper, and the page has no answer.

The research happens off-site, and some buyers get it wrong. One buyer chose the Carry-On "after watching YouTube reviews that the Carry-On is a better choice for international airlines." Another wrote, in a 4-star review of the Plus, "I should have bought the smaller Carry-On."

So what would we A/B test?

Control: Monos' carry-on collection page as it stands — a grid of ten cards with name, price and colour count, a FAQ that points to a blog post, and no guidance on which model suits which trip.

Variant (built in MidaGX): A "What matters most on your trips?" section under the family image row, with six priorities: Airline fit, Lightest, Most room, Room to expand, Front pocket, and Durable build. Shoppers pick up to two; the others lock once two are chosen. A result card then names the best match with a photo, the reason, key specs and a Shop button. Every carry-on wins on something, so the range reads as a choice rather than a puzzle. Under "Airline fit," an optional airline check shows the carrier's limits and how much weight is left to pack. The grid cards get strength tags, with the top match marked "Best for you." All data comes live from Monos' own product JSON and airline articles, and on mobile the priorities become compact 2×3 chips with a horizontal result card.

Our hypothesis

Shoppers don't need fewer options; they need a reason to pick one. Letting them say what matters on their trips, and showing the best match with the specs behind it, should keep the research on Monos' own page and cut the wrong-model buys that come from guessing.

The CRO principle underneath

This is choice architecture: when a range is wide and the differences are hidden, more options feel like more risk. Framing each model around what it's best at, instead of listing it by name, turns "which one is right?" into "what do I care about?", a question shoppers can actually answer.

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