Desktop interface updates resulted in a 2.8% conversion decline and 5.6% RPV drop. See why the changes didn't resonate with users.
Updated Desktop Experience
Goal
AOV
Result
-2.88% (AOV) AOV
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
IF we update the desktop experience, THEN conversions will increase BECAUSE users will have a better interface for browsing and purchasing.
The desktop interface layout was modified with updated navigation elements for easier access, and the visual design for product displays was enhanced.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
NaN%
Revenue change
-0.9%
visitors
-2.8%
Lift in conversion rate
The desktop experience updates underperformed with conversion rate down 2.8%, AOV down 2.9%, and RPV declining 5.6%. Orders dropped 3.7% while visitors remained relatively stable at -0.9%. The interface changes appear to have introduced friction rather than improving the browsing experience. With CR at -2.8%, this falls within the inconclusive range, but the consistently negative metrics across the board suggest the changes were directionally harmful.
Detailed results breakdown
Average order value
-2.9%
Lift in conversion rate
-2.8%
Change in revenue per visitor
-5.6%
Change in amount of orders
-3.7%
Revenue change
NaN%
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