Talk to a humanDesktop product pages got a wider layout with all purchase options grouped around the add-to-cart button. Every key metric moved the wrong way.
A Wider Desktop Product Page Cuts Conversion Rate 6.0%
Goal
Conversion rate
Result
-6.0% Conversion rate
Category
Product Page (PDP)
Outcome
Loss Prevented
Before
After
If we widen the product page and group the key purchase elements around the call to action, then conversion rate will increase because shoppers find it easier to understand how to buy.
What We Changed
- Widened the product page container on desktop.
- Grouped the title, price, selectors, add-to-cart button and shipping and returns notes into one right-hand section.
- Kept that section above the fold on standard desktop screens.
- Rebalanced spacing between the product images and the purchase section.
The Results
How the new version compared with the original, across all devices.
-6.0%
Conversion rate
-19.8%
Revenue per visitor
-11.6%
Add-to-cart rate
Key Learnings
- Conversion rate fell 6.0% and revenue per visitor 19.8%, and the original had a 70.3% probability of performing better.
- Add-to-cart rate fell 11.6%, so the drop started before checkout.
- With 8,404 desktop visitors over 19 days, the result didn't reach significance.
- Mobile and tablet pages were unchanged, so this result applies to desktop only.
Detailed results breakdown
Conversion rate
-6.0%
Revenue per visitor
-19.8%
Add-to-cart rate
-11.6%
Orders
-13.1%
Average order value
-9.3%
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