Talk to a humanA 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
+4.0% Average Order Value
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
How the new version compared with the original, across all devices.
+4.0%
Average Order Value
-4.2%
Conversion Rate
+14.3%
Bounce rate
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
Average Order Value
+4.0%
Conversion Rate
-4.2%
Bounce rate
+14.3%
Click-Through Rate
-3.8%
Free Trial
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Who qualifies?
30,000+ Monthly sessions.
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Running on Shopify or Shopify Plus.
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-5.9% Conversion rate
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