Talk to a humanFour product pages got a refined layout, stronger trust signals and rewritten copy. Conversion and revenue fell, and testing showed the cost.
Redesigned Product Pages With New Copy Cut Conversion Rate 28.3%
Goal
Conversion rate
Result
-28.3% Conversion rate
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
If we improve the product page design and make the copy more appealing, then conversion rate will increase because the page will speak to customer needs and feel more trustworthy.
What We Changed
- Refined the visual layout of four product pages.
- Added stronger trust signals.
- Rewrote product copy to explain value, features and outcomes more clearly.
The Results
How the new version compared with the original, across all devices.
-28.3%
Conversion rate
-59.9%
Revenue per visitor
-30.8%
Orders
Key Learnings
- The redesign didn't build trust as planned: conversion rate fell 28.3% and revenue per visitor 59.9%.
- The original had a 78.2% probability of performing better after 41 days.
- With only 1,765 visitors, a few orders can swing these numbers, so the size of the drop is uncertain.
- A more polished page with new copy didn't translate into more orders here.
Detailed results breakdown
Conversion rate
-28.3%
Revenue per visitor
-59.9%
Orders
-30.8%
Average order value
-44.1%
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.
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?
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Our bet
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Other experiments we've run
Cart
Inconclusive
A Free Shipping Progress Message in the Mini Cart Shows Mixed Results on Conversion and Revenue
The mini cart started showing how close shoppers were to free shipping, right above the checkout button. Fewer shoppers converted, but those who did placed bigger orders.
-5.9% Conversion rate
Product Page (PDP)
Winner
A Redesigned Mobile Product Page Lifts Add-to-Cart Rate 17.8%
The top of the mobile product page was tightened, the add-to-cart button updated, and the benefits section moved above reviews. See how it changed add-to-cart rate.
+17.8% Add-to-cart rate
Search & Navigation
Inconclusive
A Customize Your Own Hat Button in the Navigation Shows Mixed Results on Conversion and Revenue
A "Customize Your Own Hat" button went into the main navigation on every page, linking straight to the customization collection. Here's how it changed clicks, orders and order value.
-13.5% Conversion rate