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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-0.2% Conversion rate
Product Page (PDP)
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
Search & Navigation
Mobile Menu Redesign
The mobile menu redesign led to improved customer navigation, resulting in increased conversion rates and revenue. Discover the impact of visual collection displays on user engagement.
+10.3% Conversion rate