Simplifying the product page produced a 26.5% conversion rate lift across all devices, with mobile up 54.7% and desktop up 25.6%.
Simplified Product Page
Goal
CTR
Result
-12.67% (CTR) CTR
Category
Product Page (PDP)
Outcome
Winner
Before
After
IF we simplify the product page by reducing content density and improving information hierarchy, THEN conversion rates will increase BECAUSE customers will be able to evaluate products and make purchase decisions more quickly.
The product page was simplified by reducing the amount of content and information displayed. The layout was streamlined to focus on the most essential product details — images, pricing, key features, and the add-to-cart action. Secondary information was moved below the fold or into expandable sections to reduce initial page complexity.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+26.5%
Add-to-cart rate change
+4.0%
Bounce rate change
-10.1%
cart adds
Conversion rate surged +26.5% across all devices, with an exceptional +54.7% lift on mobile and +25.6% on desktop — a clear and decisive winner. The simplified page made it dramatically easier for users to convert. Desktop ATC gained +3.7%, while mobile ATC dipped -13.8%, suggesting mobile users may have been skipping the cart and going straight to checkout. Bounce rates increased slightly (+10.3% desktop, +3.0% mobile), indicating some users didn't find what they needed on the streamlined page, but the massive conversion gains far outweigh this. This validates that reducing product page complexity is one of the highest-leverage optimizations for this store.
Detailed results breakdown
Add-to-cart rate change
+26.5%
Click-through rate change
-12.7%
Change in amount of clicks
-37.9%
visitors
-28.9%
cart adds
-10.1%
Free Trial
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30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
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Investing in paid traffic.
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