Talk to a humanStreamlining 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
Conversion rate
Result
+9.0% Conversion Rate
Category
Product Page (PDP)
Outcome
Positive signal
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
How the new version compared with the original, across all devices.
+9.0%
Conversion Rate
+6.5%
Orders
-1.5%
Revenue Per Visitor
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
Conversion Rate
+9.0%
Orders
+6.5%
Revenue Per Visitor
-1.5%
Average Order Value
-9.6%
Free Trial
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30,000+ Monthly sessions.
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Running on Shopify or Shopify Plus.
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Other experiments we've run
Homepage
Positive signal
Best Sellers Below the Homepage Hero Show a 16.9% Conversion Rate Lift
The best-selling category moved to the first spot below the homepage hero, with other categories ranked by performance. See how it changed conversions.
+16.9% Conversion rate
Collection Page (PLP)
Loss Prevented
A Lighter Collection Page Background Cuts Conversion Rate 3.2%
The collection page background was lightened so product images would stand out more. Clicks held steady, but sales fell. Here's what testing showed.
-3.2% Conversion rate
Homepage
Loss Prevented
Moving Shop by Category Below the Homepage Hero Cuts Conversion Rate 6.2%
The Shop by Category section moved up to sit directly under the homepage hero. Conversion fell, and testing showed the cost.
-6.2% Conversion rate