A product page redesign focused on increasing average order value lifted AOV by 19.7% but decreased conversion rate by 9.9%.
Product Page AOV-Focused Redesign
Goal
AOV
Result
+19.70% (AOV) AOV
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
IF we redesign the product page to emphasize premium options and complementary products, THEN average order value will increase BECAUSE users will be more likely to select higher-value items and add-ons.
The product page was redesigned with a focus on promoting premium product options and complementary items. Higher-value variants were given more visual prominence, and cross-sell sections were expanded to feature related products more aggressively. The page layout was adjusted to ensure upsell content was visible without scrolling.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+19.7%
Average order value
+7.9%
Change in revenue per visitor
NaN%
Revenue change
AOV surged +19.7% and RPV gained +7.9%, but conversion rate fell -9.9% and orders dropped -10.1%. The aggressive upsell approach successfully increased basket size for buyers, but deterred a significant portion of shoppers from converting at all. While RPV is net positive at +7.9%, the -9.9% CR decline and -10.1% order drop represent a meaningful loss of customers. The redesign traded volume for value — worth exploring a more balanced version that preserves some of the AOV gains while recovering the lost conversions.
Detailed results breakdown
Average order value
+19.7%
Lift in conversion rate
-9.9%
Change in revenue per visitor
+7.9%
Change in amount of orders
-10.1%
Revenue change
NaN%
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30,000+ Monthly sessions.
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