Talk to a humanThe collection page background was lightened so product images would stand out more. Clicks held steady, but sales fell. Here's what testing showed.
A Lighter Collection Page Background Cuts Conversion Rate 3.2%
Goal
Click-through rate
Result
-3.2% Conversion rate
Category
Collection Page (PLP)
Outcome
Loss Prevented
Before
After
If we lighten the collection page background, then click-through rate to products will increase because product images will stand out with more contrast.
What We Changed
- Lightened the background color of collection pages.
- Increased the contrast between the page and the product images.
The Results
How the new version compared with the original, across all devices.
-3.2%
Conversion rate
-15.1%
Revenue per visitor
-12.3%
Average order value
Key Learnings
- Conversion rate fell 3.2% and revenue per visitor 15.1%, so the lighter background cost sales.
- Mobile carried the loss, with revenue per visitor down 19.4% on mobile, while desktop held close to flat (-0.7%).
- Click-through rate, the metric the test was set up to measure, barely moved (-0.7%), so the extra contrast didn't drive more product clicks.
- None of these moves reached significance, but conversion, orders, order value and add-to-cart rate all fell together.
Detailed results breakdown
Conversion rate
-3.2%
Revenue per visitor
-15.1%
Average order value
-12.3%
Add-to-cart rate
-5.4%
Click-through rate
-0.7%
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