Desktop-focused optimizations produced a 3.8% conversion rate lift and 2.6% more orders, with a slight AOV decline.
Desktop Conversion Rate Optimization
Goal
CVR
Result
+1.74% (CVR) CVR
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
IF we optimize the desktop experience with improved navigation, enhanced call-to-action visibility, and a streamlined checkout, THEN conversion rates will increase BECAUSE desktop users will have a smoother, less friction-filled path from browsing to purchase.
The desktop experience was optimized with layout improvements focused on easier navigation between product categories and pages. Call-to-action elements were redesigned for better visibility with updated sizing, contrast, and placement. The checkout process was streamlined to reduce the number of steps required to complete a desktop purchase.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+1.7%
Lift in conversion rate
+1.3%
Change in revenue per visitor
0.0%
Change in amount of orders
Conversion rate improved +3.8% and orders grew +2.6%, with RPV gaining +1.2%. AOV dipped slightly at -2.5%, suggesting the streamlined experience may have reduced some impulse add-on purchases. The CR lift of +3.8% falls just below the +4% winner threshold, making this inconclusive despite the positive trend across most metrics. The consistent directional improvement across CR, orders, and RPV indicates the desktop optimizations are working — a more targeted follow-up test could push the result into statistically significant territory.
Detailed results breakdown
Average order value
-0.5%
Lift in conversion rate
+1.7%
Change in revenue per visitor
+1.3%
Change in amount of orders
0.0%
Revenue change
NaN%
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.
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Our bet
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Other experiments we've run
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Adding Free Shipping Message Boosts Conversion
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Enhanced Discount Price Styling
A test was conducted to display discounted prices in a smaller font than original prices. This change aimed to improve the perception of deals and increase conversions.
+3.0% Conversion rate