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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Other experiments we've run
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Simplified Product Page Layout
Simplifying the product page layout lifted AOV by 4.4% but had minimal impact on conversion rate and revenue per visitor.
-0.92% (AOV) AOV
Product Page (PDP)
Adding Free Shipping Message Boosts Conversion and Revenue on Product Pages
Adding a "This product is eligible for free shipping" message on the product detail page increased purchase confidence and improved conversion rates. Learn how this change impacted customer behavior.
+21.0% Conversion rate
Homepage
Homepage Redesign Boosts Conversion Rates
We redesigned the homepage and added trust elements to boost user confidence. Discover how these changes improved engagement and conversions.
+66.42% (CVR) CVR