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
Start with 3 experiments.
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Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
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Investing in paid traffic.
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Our bet
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Other experiments we've run
Product Page (PDP)
Simplified Product Page
Simplifying the product page produced a 26.5% conversion rate lift across all devices, with mobile up 54.7% and desktop up 25.6%.
-12.67% (CTR) CTR
Product Page (PDP)
Product Image Grid Layout on Desktop PDPs
Switching to a grid layout for product images on desktop PDPs showed improved conversion and add-to-cart rates. Learn how displaying images efficiently can enhance user experience.
+3.0% Add-to-cart rate
Cart
Simplified Checkout Process
Simplifying the checkout lifted AOV by 9.9% and RPV by 8.9%, but conversion rate was flat at -1.0%.
-0.97% (CVR) CVR