Optimizing the mobile layout produced a modest 3.4% conversion rate gain but led to higher bounce rates and lower add-to-cart rates.
Optimized Mobile Layout
Goal
CTR
Result
-3.28% (CTR) CTR
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
IF we optimize the mobile layout for better usability and product visibility, THEN conversion rates will increase BECAUSE users will have a smoother path from browsing to purchase on mobile devices.
The mobile layout was optimized with adjustments to product grid spacing, image sizing, and navigation element placement. Content blocks were rearranged to prioritize product visibility on smaller screens. Touch targets and interactive elements were resized to improve mobile usability.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+6.8%
Bounce rate change
+3.4%
Add-to-cart rate change
-3.3%
Click-through rate change
Conversion rate gained +3.4%, but the supporting metrics tell a mixed story — bounce rate jumped +6.8%, ATC dropped -6.7%, and CTR fell -3.3%. The conversion lift is within the inconclusive range, and the negative movement on engagement metrics suggests the layout changes created friction earlier in the funnel that happened to not hurt final conversions. This warrants caution — the bounce rate and ATC declines could become more problematic at scale.
Detailed results breakdown
Add-to-cart rate change
+3.4%
Click-through rate change
-3.3%
Change in amount of clicks
-12.7%
visitors
-9.8%
cart adds
-6.7%
Free Trial
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30,000+ Monthly sessions.
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Other experiments we've run
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Product Page (PDP)
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Streamlining the product page drove a 10.4% conversion rate lift and 6.1% more orders, but AOV dropped 11.9% and revenue declined.
+10.41% (CVR) CVR
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Redesigned square product cards boost mobile engagement despite mixed performance metrics
The redesign of AFTCO's product cards aimed to enhance user engagement and conversions by simplifying the layout and optimizing space. Discover the impact of these changes.
-5.64% (CVR) CVR