A simplified mobile layout increased average order value by 4.0% but led to higher bounce rates and lower conversion.
Simplified Mobile Layout
Goal
Conversion rate
Result
-4.2% Conversion rate
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
IF we simplify the mobile layout by reducing visual elements and streamlining navigation, THEN average order value will increase BECAUSE users will focus on fewer, higher-value products with less distraction.
The mobile layout was simplified by removing secondary content blocks and reducing the number of visible elements on key pages. Navigation was condensed to prioritize the most popular product categories. The design was stripped back to focus user attention on primary product offerings rather than auxiliary content.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+14.3%
Bounce rate change
+4.0%
Average order value
-0.1%
visitors
While AOV gained +4.0%, conversion rate dropped -4.2% and bounce rate surged +14.3% — a clear signal that the simplified layout removed content users needed to stay engaged. CTR also fell -3.8%, suggesting users couldn't find what they were looking for. The marginal AOV improvement doesn't offset the significant engagement losses. Simplification went too far, removing useful navigation and content elements that helped mobile shoppers orient and convert.
Detailed results breakdown
Add-to-cart rate change
-0.4%
Average order value
+4.0%
Click-through rate change
-3.8%
Lift in conversion rate
-4.2%
Change in revenue per visitor
-0.4%
Free Trial
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30,000+ Monthly sessions.
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Other experiments we've run
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Highlighting HSA/FSA eligibility on the homepage increased conversions. Discover how this simple change impacted customer behavior.
+12.1% Conversion rate
Homepage
Relocating 'Shop by Category' Below the Hero to Boost Visibility and User Engagement
The "Shop by Category" section was moved beneath the homepage hero to boost visibility and early engagement. Discover the impact on user behavior and conversions.
-0.1% Clickthrough rate
Cart
Simplified Checkout Process
The checkout process was simplified with fewer steps and cleaner forms. See how these changes impacted conversion rate and bounce rate.
+0.5% Clickthrough rate