The desktop collection page was widened to improve product visibility and reduce clutter. Learn how this change affected user engagement.
Wider Collection Page
Goal
Clickthrough rate
Result
+4.0% Clickthrough rate
Category
Collection Page (PLP)
Outcome
Loss Prevented
Before
After
IF we widen the collection page layout on desktop THEN click-through rate on product cards will increase BECAUSE users will see more of the product visuals clearly and experience less visual congestion.
What We Changed
- Increased width of the main content container on desktop.
- Adjusted product grid spacing.
- Ensured sidebar filters remained visible.
- Scaled text and images proportionally.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+4.5%
Change in amount of clicks
+4.0%
Click-through rate change
+2.6%
Average order value
Key Learnings
- Wider layout improved the click-through rate by showing products more clearly.
- Conversion rate and AoV dropped enough for us to declare this a strong loss.
- The reason for the drop in the "money" statistics wasn't clear.
- Declaring this a loss prevented, but it's worth running again with some modifications.
- Recommendation: run this test again with some additional changes and a bigger redesign to check if there was something getting in the way that we didn't spot the first time around.
Detailed results breakdown
Add-to-cart rate change
-2.1%
Average order value
+2.6%
Click-through rate change
+4.0%
Lift in conversion rate
-5.9%
Change in revenue per visitor
-6.1%
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