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.
Redesigned square product cards boost mobile engagement despite mixed performance metrics
Goal
CVR
Result
-5.64% (CVR) CVR
Category
Collection Page (PLP)
Outcome
Loss Prevented
Before
After
IF we simplify product cards with a cleaner layout and better use of space, THEN engagement and conversions will improve, BECAUSE reduced visual clutter helps users focus on products and make faster purchase decisions.
Visual clutter on product cards was reduced with a cleaner layout. Space was designed for new badges and pricing details. A scroll indicator was added for color options, and a single-column layout was adopted for mobile.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+3.2%
Average order value
-0.9%
visitors
-2.6%
Change in revenue per visitor
The redesigned product cards produced a -5.64% CVR drop and -6.5% decline in orders, while AOV rose slightly (+2.6%). The cleaner layout may have showcased products more effectively for committed buyers, but the simplified cards likely removed visual cues or information that helped casual browsers convert. The single-column mobile layout and scroll indicators changed browsing patterns without improving purchase outcomes, resulting in a net revenue decline of -3.44%.
Detailed results breakdown
Average order value
+3.2%
Lift in conversion rate
-5.6%
Change in revenue per visitor
-2.6%
Change in amount of orders
-6.5%
Revenue change
-3.44%
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30,000+ Monthly sessions.
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Other experiments we've run
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+63.1% Revenue per visitor (RPV)
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+8.7% Conversion rate
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Streamlined Product Page Layout
Streamlining the product page layout drove a 9.0% conversion rate lift and 6.5% more orders, despite a decline in average order value.
+8.96% (CVR) CVR