Talk to a humanCollection pages got cleaner square product cards, with one card per row on mobile. Across 67,334 visitors, the new cards cost orders.
Square Product Cards on Collection Pages Cut Conversion Rate 5.6%
Goal
Conversion rate
Result
-5.6% Conversion rate
Category
Collection Page (PLP)
Outcome
Loss Prevented
Before
After
If we redesign the product cards to cut visual clutter, make room for pricing and show one card per row on mobile, then conversion rate and order value will increase because larger, cleaner cards make products easier to evaluate.
What We Changed
- Redesigned the product cards with a cleaner square layout and less visual clutter.
- Redesigned the badges to fit the new card, with room for more.
- Added an indicator showing that color options can be scrolled.
- Made more room for pricing and price-change information.
- Switched mobile to one product card per row instead of two.
The Results
How the new version compared with the original, across all devices.
-5.6%
Conversion rate
-6.5%
Orders
-2.6%
Revenue per visitor
Key Learnings
- Conversion rate fell 5.6% and orders 6.5%, with a 98.2% probability that the original performs better.
- Mobile drove the loss, with conversion rate down 7.4%, while desktop barely moved (-0.8%).
- Average order value rose 3.2%, which softened the revenue per visitor drop to 2.6%.
- With 67,334 visitors over 32 days, the drop was statistically significant.
Detailed results breakdown
Conversion rate
-5.6%
Orders
-6.5%
Revenue per visitor
-2.6%
Average order value
+3.2%
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30,000+ Monthly sessions.
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Other experiments we've run
Cart
Positive signal
A Cart Scarcity Message Shows a 2.7% Conversion Rate Lift
The cart told shoppers their items were in high demand and couldn't be reserved. See how that urgency affected checkout over 18 days.
+2.7% Conversion rate
Product Page (PDP)
Inconclusive
A Free Shipping Note Below Add to Cart Makes No Clear Difference to Conversion Rate
Product pages got a short free shipping message right under the add-to-cart button. Across 76,500 visitors, conversion didn't move.
-0.2% Conversion rate
Collection Page (PLP)
Loss Prevented
A Sticky Mobile Filter Button on Collection Pages Cuts Conversion Rate 16.0%
On mobile collection pages, the filter button stayed fixed at the bottom of the screen while shoppers scrolled. The change hurt sales, and testing showed the cost.
-16.0% Conversion rate