Streamlining the product page layout drove a 9.0% conversion rate lift and 6.5% more orders, despite a decline in average order value.
Streamlined Product Page Layout
Goal
CVR
Result
+8.96% (CVR) CVR
Category
Product Page (PDP)
Outcome
Winner
Before
After
IF we streamline the product page layout by reducing visual clutter and enhancing the call-to-action visibility, THEN conversion rates will increase BECAUSE users will have a clearer path to purchase with fewer distractions.
The product page layout was streamlined by removing secondary content elements and reducing visual clutter around the primary product information. The call-to-action button was given more visual prominence with increased size and contrasting color. The overall page flow was simplified to create a more direct 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.
+9.0%
Lift in conversion rate
+6.5%
Change in amount of orders
NaN%
Revenue change
Conversion rate jumped +9.0% and orders increased +6.5%, confirming that the streamlined layout made it significantly easier for users to convert. However, AOV fell -9.6% and RPV dipped -1.5%, suggesting that the simplified page may have removed upsell or cross-sell elements that drove larger basket sizes. The net effect on revenue per visitor is slightly negative, which means more people are buying but spending less per order. This is a conversion rate winner, but the AOV trade-off should be addressed in a follow-up test that preserves the clean layout while reintroducing targeted upsell opportunities.
Detailed results breakdown
Average order value
-9.6%
Lift in conversion rate
+9.0%
Change in revenue per visitor
-1.5%
Change in amount of orders
+6.5%
Revenue change
NaN%
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-16.3% Conversion rate
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-5.7% Conversion rate
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The desktop experience was enhanced with improved navigation and visuals. See how add-to-cart rate lifted 7.1% and bounce rate dropped 4.7%.
+1.81% (ACR) ACR