Streamlining the product page drove a 10.4% conversion rate lift and 6.1% more orders, but AOV dropped 11.9% and revenue declined.
Streamlined Product Page for Conversion
Goal
CVR
Result
+10.41% (CVR) CVR
Category
Product Page (PDP)
Outcome
Winner
Before
After
IF we streamline the product page to remove distractions and create a more direct path to purchase, THEN conversion rates will increase BECAUSE users will focus on the core product and add-to-cart action without being pulled away by secondary content.
The product page was streamlined by removing secondary content elements that competed for attention with the primary product and purchase action. Cross-sell and upsell sections were reduced or removed. The page layout was simplified to create a more focused, linear path from product evaluation to add-to-cart.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+10.4%
Lift in conversion rate
+6.1%
Change in amount of orders
-2.7%
Change in revenue per visitor
Conversion rate surged +10.4% and orders grew +6.1%, confirming the streamlined page made it much easier for users to purchase. However, AOV plummeted -11.9% and revenue dropped -6.53%, indicating the removed cross-sell and upsell elements had been driving meaningful basket value. RPV fell -2.7%, meaning each visitor was worth less despite converting at a higher rate. This is a classic conversion-vs-AOV trade-off — the streamlined page wins on conversion but loses on revenue. A follow-up should reintroduce targeted upsell elements that don't disrupt the simplified purchase flow.
Detailed results breakdown
Average order value
-11.9%
Lift in conversion rate
+10.4%
Change in revenue per visitor
-2.7%
Change in amount of orders
+6.1%
Revenue change
-6.53%
Free Trial
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30,000+ Monthly sessions.
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Other experiments we've run
Product Page (PDP)
Product Page AOV-Focused Redesign
A product page redesign focused on increasing average order value lifted AOV by 19.7% but decreased conversion rate by 9.9%.
+19.70% (AOV) AOV
Product Page (PDP)
Optimized Mobile Layout
Optimizing the mobile layout produced a modest 3.4% conversion rate gain but led to higher bounce rates and lower add-to-cart rates.
-3.28% (CTR) CTR
Search & Navigation
Mobile Navigation with Tiles
We tested a simplified mobile navigation layout to make product discovery faster. See how it changed browsing behavior and impacted conversion metrics.
-5.7% Conversion rate