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%
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
Other
Wishlist feature
Enabling a wishlist feature increased return visits and conversions by simplifying the path to purchase. Discover how this change impacted key metrics.
+4.2% Conversion rate
Homepage
Enhanced Product Discovery with Badges
Badges were added to product cards to highlight key attributes. Discover how this change impacted user engagement and conversions.
+18.99% (CTR) CTR
Homepage
Replacing Recommended Product in the Buy Now Section
This case study explores the impact of replacing the Tactical Collar with the Collar Sleeve on the homepage. Discover how this change influenced key metrics like conversion and revenue.
+5.6% Conversion rate