Talk to a humanMost ad traffic lands on collection pages, so they got better visuals, a reworked product grid and landing-page style content. Here's what happened across 10,421 visitors.
A Landing-Page Style Collection Page Redesign Shows Mixed Results on Conversion and Revenue
Goal
Conversion rate
Result
-2.4% Conversion rate
Category
Collection Page (PLP)
Outcome
Inconclusive
Before
After
If we redesign collection pages with a clearer layout and better navigation, then click-through rate and conversion rate will increase because shoppers will find products faster with less friction.
What We Changed
- Redesigned collection pages, which receive most of the store's ad traffic.
- Improved the visuals and optimized the product grid.
- Added landing-page style elements to make the pages more informative.
The Results
How the new version compared with the original, across all devices.
-2.4%
Conversion rate
-5.2%
Orders
+21.1%
Revenue per visitor
Key Learnings
- Conversion rate fell 2.4% while revenue per visitor rose 21.1%, so the net effect on sales is unclear.
- Nearly all the revenue rise came from 707 desktop visitors, where revenue per visitor rose 106.6%. That sample is too small to rely on.
- On mobile, where 9,714 visitors browsed, conversion rate fell 7.1% and revenue per visitor 16.6%.
- On conversion rate, the original had a 61% probability of performing better, well short of significance.
Detailed results breakdown
Conversion rate
-2.4%
Orders
-5.2%
Revenue per visitor
+21.1%
Average order value
+24.0%
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+4.2% Conversion rate
Cart
Positive signal
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+2.7% Conversion rate
Product Page (PDP)
Inconclusive
A Free Shipping Note Below Add to Cart Makes No Clear Difference to Conversion Rate
Product pages got a short free shipping message right under the add-to-cart button. Across 76,500 visitors, conversion didn't move.
-0.2% Conversion rate