Talk to a humanCollection pages gained a row of subcategory cards above the product grid. Shoppers used them, but conversion slipped.
Category Cards on Collection Pages Cut Conversion Rate 2.2%
Goal
Conversion rate
Result
-2.2% Conversion rate
Category
Collection Page (PLP)
Outcome
Loss Prevented
Before
After
If we add category cards at the top of collection pages, then click-through rate and conversion rate will increase because shoppers can find the right product type faster.
What We Changed
- Added a horizontal row of subcategory cards above the product grid on collection pages.
- Gave each card an image, a category title and a short caption.
- Linked each card to its subcategory.
The Results
How the new version compared with the original, across all devices.
-2.2%
Conversion rate
-0.5%
Revenue per visitor
+0.1%
Orders
Key Learnings
- Conversion rate fell 2.2%, and the original had a 60.1% probability of performing better.
- Shoppers did use the cards: click-through rate rose 7.6% and bounce rate fell 37.4%, but that matters less than the conversion drop.
- The drop was small: revenue per visitor moved -0.5% across 23,068 visitors, and nothing reached significance.
- Easier browsing kept shoppers on the site, but navigation wasn't what held back sales.
Detailed results breakdown
Conversion rate
-2.2%
Revenue per visitor
-0.5%
Orders
+0.1%
Add-to-cart rate
+1.1%
Click-through rate
+7.6%
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Other experiments we've run
Product Page (PDP)
Positive signal
A Desktop Product Image Grid Shows a 16.7% Conversion Rate Lift
Desktop product pages swapped the image carousel for a static grid that shows every photo at once. See how it changed adds and orders.
+16.7% Conversion rate
Collection Page (PLP)
Positive signal
A Selling Fast Badge on Product Cards Shows a 5.9% Conversion Rate Lift
Selected product cards on collection pages got a "selling fast" badge to add urgency. See how 54,098 visitors responded over 34 days.
+5.9% Conversion rate
Collection Page (PLP)
Inconclusive
Breadcrumbs on Collection Pages Make No Clear Difference to Conversion Rate
Collection pages got clickable breadcrumbs showing shoppers where they are in the store. See how this small navigation change performed over 45 days.
+1.8% Conversion rate