Discover how redesigning collection pages with better visuals impacted user engagement and conversions.
Collection pages redesign with improved visuals and navigation boosts desktop revenue and engagement
Goal
CVR
Result
-2.36% (CVR) CVR
Category
Collection Page (PLP)
Outcome
Inconclusive
Before
After
IF we redesign collection pages with clearer layout and improved navigation, THEN product click-through rate and conversion rate from collection pages will increase, BECAUSE users will find products faster and experience less friction while browsing.
The collection page visuals were improved with a redesigned product grid layout. Landing-page style elements were added to provide more product and category information directly on the collection pages.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+24.0%
Average order value
+21.1%
Change in revenue per visitor
17.55%
Revenue change
The collection page redesign produced mixed results—conversion rate dipped -2.4% (within inconclusive range) while revenue surged +17.55% and AOV jumped +24.0%. The enriched page design with landing-page elements likely encouraged users to purchase higher-value items or larger orders, even if slightly fewer visitors converted. The trade-off between conversion volume and order value worked in favor of revenue, making this a net positive outcome despite the flat CVR.
Detailed results breakdown
Average order value
+24.0%
Lift in conversion rate
-2.4%
Change in revenue per visitor
+21.1%
Change in amount of orders
-5.2%
Revenue change
17.55%
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30,000+ Monthly sessions.
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-6.87% (CVR) CVR
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