An A/B test was conducted to enhance the desktop click-through rate for Codeword Hats. Discover how adjustments led to increased engagement.
Homepage product cards with swatches improve engagement and conversions
Goal
Conversion rate
Result
-0.6% Conversion rate
Category
Homepage
Outcome
Inconclusive
Before
After
IF we optimize the desktop interface, THEN click-through rates will rise, BECAUSE users will find navigation more intuitive.
Desktop navigation was streamlined with enhanced visual call-to-action elements. The interface was decluttered to create a cleaner browsing experience focused on product discovery.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+1.8%
Change in amount of clicks
+1.3%
Click-through rate change
+0.7%
Average order value
The desktop optimization delivered strong results across all metrics—CTR rose +6.0%, orders jumped +23.4%, conversion rate lifted +13.3%, and bounce rate dropped -11.8%. However, the primary metric (conversion rate) showed only a -0.6% change, placing this in inconclusive territory. The secondary metrics paint a very positive picture on desktop, suggesting the changes were directionally correct but may need more traffic or time to reach statistical significance on the primary goal.
Detailed results breakdown
Add-to-cart rate change
-11.9%
Average order value
+0.7%
Click-through rate change
+1.3%
Lift in conversion rate
-0.6%
Change in revenue per visitor
-3.2%
Free Trial
Start with 3 experiments.
Zero cost.
Get a taste of our service. We'll analyze your store, pinpoint low-hanging fruit, design, implement and test solutions to lift your conversion rate in 30 days.
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?
The best proof is results. Three real experiments show you exactly how we work and whether it drives revenue for your specific store. You keep everything - no strings attached.
Our bet
We're confident enough in our process to invest our time upfront. If the tests work, you'll see the value in continuing at $5,950/month. If not, you got free optimization work.
Limited spots
We take only 4 free trials monthly to maintain quality. Each trial gets our full attention and expertise. If you qualify, secure your spot before this month fills up.
Other experiments we've run
Cart
Simplified Checkout Process
The checkout process was simplified with fewer steps and cleaner forms. See how these changes impacted conversion rate and bounce rate.
+0.5% Clickthrough rate
Other
Highlighting AFTCO’s conservation pledge
Discover how integrating conservation-focused icons and messaging impacted customer engagement and conversion rates on AFTCO’s website.
+5.0% Revenue per visitor (RPV)
Product Page (PDP)
Enhanced Collection Filtering by Hat Attributes
Introducing a dynamic filter system on collection pages aimed to enhance user experience by enabling easier product discovery. Learn how this change impacted key performance metrics.
-6.4% Conversion rate