Discover how mobile layout changes drove a 43.2% increase in average order value but came at the cost of conversion rate.
Mobile Layout Optimization for AOV
Goal
CVR
Result
-28.29% (CVR) CVR
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
IF we optimize the mobile layout to improve usability and product display, THEN average order value will increase BECAUSE users will have a more seamless shopping experience that encourages larger purchases.
The mobile layout was redesigned with a focus on improved usability and product presentation. Navigation was simplified to reduce the number of taps needed to reach products. Product display elements were enhanced to highlight key features and encourage consideration of higher-value items.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
NaN%
Revenue change
-3.5%
visitors
-28.3%
Lift in conversion rate
The layout changes produced a dramatic +43.2% AOV increase and +23.8% RPV gain, indicating that users who did convert were spending significantly more. However, conversion rate dropped -13.6% and orders fell -16.7%, suggesting the redesign created barriers for some shoppers. The net RPV gain of +23.8% means the experiment was revenue-positive overall, but the conversion rate decline warrants investigation — the design may benefit from preserving easier paths to purchase while maintaining the upsell elements that drove higher AOV.
Detailed results breakdown
Average order value
-44.1%
Lift in conversion rate
-28.3%
Change in revenue per visitor
-59.9%
Change in amount of orders
-30.8%
Revenue change
NaN%
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30,000+ Monthly sessions.
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Running on Shopify or Shopify Plus.
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-46.24% (CVR) CVR
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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