Talk to a humanCollection pages, where most ad traffic lands, got stronger visuals, a reworked product grid and landing-page style content. Conversion held steady, but revenue per visitor slipped.
A Landing-Style Collection Page Redesign Makes No Clear Difference to Conversion Rate
Goal
Conversion rate
Result
-1.0% Conversion rate
Category
Collection Page (PLP)
Outcome
Inconclusive
Before
After
If we redesign collection pages with better visuals, an optimized product grid and landing-page style content, then conversion rate will increase because shoppers find and explore products more easily.
What We Changed
- Redesigned collection pages, which receive most of the store's ad traffic.
- Added stronger visuals and an optimized product grid.
- Brought in landing-page style elements to make the pages more informative.
The Results
How the new version compared with the original, across all devices.
-1.0%
Conversion rate
-7.7%
Revenue per visitor
-3.1%
Add-to-cart rate
Key Learnings
- Conversion rate, the main metric, barely moved (-1.0%), with a 47.1% probability that the variant beats the original.
- Revenue per visitor fell 7.7% as average order value dropped 5.2%.
- Bounce rate fell 10.3%, so the new page held attention without turning it into sales.
- With 3,805 visitors and 26% statistical power, the test could only detect large changes.
Detailed results breakdown
Conversion rate
-1.0%
Revenue per visitor
-7.7%
Add-to-cart rate
-3.1%
Average order value
-5.2%
Bounce rate
-10.3%
Free Trial
Start with 3 experiments.
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Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
Our specialty - we don't work with other platforms.
Investing in paid traffic.
We work with stores committed to growth, not hobbyists.
Ready to invest in systematic CRO.
You understand testing takes time - no magic bullets.
Why free?
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Our bet
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Other experiments we've run
Homepage
Positive signal
Customer Photos on the Homepage Show a 3.3% Conversion Rate Lift
A block of customer-submitted photos and videos went onto the homepage, below the category carousel. See how it changed sales on mobile and desktop.
+3.3% Conversion rate
Search & Navigation
Loss Prevented
A More Prominent, Guided Search Cuts Conversion Rate 12.0%
The search bar became more visible and opened with examples, product previews, suggested collections and a customization banner. See how it affected orders and revenue.
-12.0% Conversion rate
Landing Page
Positive signal
A Simpler-to-Read Science Page Shows a 9.0% Conversion Rate Lift
The science page kept its content but swapped long paragraphs for short ones, bullet points and visuals. See how readers responded.
+9.0% Conversion rate