Mobile layout changes led to a 4.2% conversion rate decline and 6.1% RPV drop. Learn what went wrong and the key takeaways.
Mobile Layout Adjustments
Goal
CVR
Result
-4.24% (CVR) CVR
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
IF we adjust the mobile layout, THEN conversions will increase BECAUSE users will have a smoother navigation experience.
The mobile layout was modified with updated navigation patterns and redesigned visual elements intended to improve usability.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
NaN%
Revenue change
-0.7%
visitors
-2.0%
Average order value
The mobile layout adjustments resulted in a 4.2% conversion rate decline with orders down 4.9% and RPV dropping 6.1%. AOV also fell 2.0%. The navigation changes appear to have introduced confusion rather than improving the experience, as users converted at a lower rate across the board. With CR at -4.2%, this falls just past the loss prevention threshold and the changes were rolled back.
Detailed results breakdown
Average order value
-2.0%
Lift in conversion rate
-4.2%
Change in revenue per visitor
-6.2%
Change in amount of orders
-4.9%
Revenue change
NaN%
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