Enhancing the desktop experience produced a modest 2.2% conversion rate lift and 1.0% add-to-cart gain, but results were inconclusive.
Enhanced Desktop Experience
Goal
CTR
Result
-0.36% (CTR) CTR
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
IF we enhance the desktop experience with improved navigation, checkout flow, and product display, THEN conversions will increase BECAUSE desktop users will find it easier to browse, evaluate, and purchase products.
The desktop experience was enhanced with improvements to the navigation flow, making it easier to browse between categories and product pages. The checkout process was streamlined for desktop users with a more linear progression. Product display was improved with better image sizing and information layout optimized for larger screens.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+2.2%
Add-to-cart rate change
+1.0%
cart adds
+0.8%
Bounce rate change
Conversion rate gained +2.2% and ATC edged up +1.0%, showing a slight positive trend from the desktop enhancements. However, bounce rate also ticked up +0.8%, and the overall lifts are within the inconclusive range — not large enough to confirm a statistically significant improvement. The desktop-focused changes moved metrics in the right direction but the effect size was too small to declare a winner. More targeted desktop optimizations — perhaps focusing on a single element like navigation or checkout rather than broad improvements — may produce a clearer signal.
Detailed results breakdown
Add-to-cart rate change
+2.2%
Click-through rate change
-0.4%
Change in amount of clicks
-1.5%
visitors
-1.2%
cart adds
+1.0%
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