Simplifying the product page layout lifted AOV by 4.4% but had minimal impact on conversion rate and revenue per visitor.
Simplified Product Page Layout
Goal
AOV
Result
-0.92% (AOV) AOV
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
IF we simplify the product page layout to reduce clutter and improve product detail visibility, THEN conversion rates will increase BECAUSE customers will find it easier to evaluate products and make purchase decisions.
The product page was simplified by reducing visual clutter and improving the layout of key product information. Product details were reorganized for better readability, and secondary elements were de-emphasized to keep focus on the core product offering and purchase action.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+0.2%
visitors
NaN%
Revenue change
-0.4%
Change in amount of orders
AOV gained +4.4%, suggesting users who converted selected higher-value products or added more items. However, CR was flat at -0.6%, RPV dipped -1.5%, and orders edged down -0.4%. The simplification didn't create enough of a conversion lift to offset the small volume decline. The AOV gain is a positive signal — the simplified layout may have better highlighted premium options — but the overall result is inconclusive. A follow-up test should explore how to preserve the AOV benefit while adding elements that improve conversion rate.
Detailed results breakdown
Average order value
-0.9%
Lift in conversion rate
-0.6%
Change in revenue per visitor
-1.5%
Change in amount of orders
-0.4%
Revenue change
NaN%
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