Updating the product page design produced marginal gains in AOV and RPV but no meaningful change in conversion rate.
Updated Product Page Design
Goal
CVR
Result
-0.90% (CVR) CVR
Category
Product Page (PDP)
Outcome
Inconclusive
Before
After
IF we update the product page design with improved visual hierarchy and information layout, THEN conversion rates and revenue will increase BECAUSE users will better understand product value and move through the purchase funnel more efficiently.
The product page design was updated with changes to the visual hierarchy, information layout, and overall presentation of product details. Content sections were reorganized to surface key selling points more prominently. The design refresh aimed to modernize the page appearance while maintaining familiar navigation patterns.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+2.7%
Average order value
+1.8%
Change in revenue per visitor
NaN%
Revenue change
AOV edged up +2.7% and RPV gained +1.8%, but conversion rate was flat at -0.9% and orders dipped -1.4%. The design update didn't meaningfully change purchasing behavior — the slight AOV improvement suggests users who did convert spent marginally more, but the overall effect was too small to be actionable. This indicates the original design was already performing reasonably well, and the updates didn't address any significant friction points in the purchase flow.
Detailed results breakdown
Average order value
+2.7%
Lift in conversion rate
-0.9%
Change in revenue per visitor
+1.8%
Change in amount of orders
-1.4%
Revenue change
NaN%
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30,000+ Monthly sessions.
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