What counts as layout and design
This collection covers font size, spacing and padding, section order, above-the-fold redesigns, full page rebuilds and theme changes. Many tests also changed copy, images or offers, so read each one for what else moved.
The win/loss record
33 wins and no recorded losses. That record says as much about what gets published as about layout. Two wins also contain a loss: Dave Diederen's checkout test notes that a full checkout redesign lost (-1.18% CVR), and Dave's bundle selector redesign cut conversion rate by 5.22% while raising revenue per visitor 9.45%.
Where layout was tested
- Product page: 17
- Homepage: 6
- Site-wide: 3
- Landing page: 3
- Cart: 2
- Checkout: 1
- Navigation: 1
Single changes that won
Bigger fonts
All three font tests are Dave Diederen's, two for older audiences:
- Fonts 5% bigger: +5.41% CVR, +6.91% RPV
- PDP font +4px: +1.71% CVR, +4.17% RPV
- Site-wide +2px and +4px variants: +2.12% CVR, +3.82% RPV
Tighter spacing and section order
Dave's more compact bundle buy box gained +10.74% CVR and an estimated +$168,850/month. Dave's most-clicked category moved to the first homepage tab gained +14.17% CVR, and Peter Christensen's homepage sections reordered using scroll maps gained +12.64% CVR.
Biggest wins: full redesigns
- Josh Thompson, new landing page design: +137.26% CVR, +175.64% RPV
- Milos, rebuilt best-seller product page for Hypoair: +128.46% RPV, +71.18% CVR
- Milos, product page with lifestyle image and benefit headline: +81% CVR
- Dave Diederen, homepage hero redesign: +72.15% RPV; a copy-only variant got +8.43% RPV
- Kasper Dolk, new theme with a BOGO offer: +44.54% CVR
Dave's hero test is useful because it separates copy from layout: the full redesign beat the copy-only version by a wide margin.
@oliverkenyon
@DaveDiederen
@joshtCRO@DaveDiederen@DaveDiederen
@CROguy_Design patterns that won: above the fold
Oliver Kenyon ran four above-the-fold product page tests that all won: an outcome headline with context visuals and trust signals (+25% CVR), social proof and Add to Cart in the first mobile view (+$47,927/month), a new image slider with clearer CTAs (+$36,772/month) and a smaller above-the-fold redesign (+$6,710/month). The common thread is getting the benefit, proof and buy button into view without scrolling.
Tests that lost or were flat
No test here is recorded as a loss. The two buried losses above, a full checkout redesign at -1.18% CVR and a conversion rate drop of 5.22% on a bundle selector, are the cautions to take: redesigns can lose, and a win on revenue can hide a drop in orders.
How to change layout on Shopify
Font size and spacing are usually theme settings or a few lines of CSS. Section order is set in the theme editor. Full redesigns need a duplicate theme or template so you can split traffic.
How to test it on your store
Hypothesis: a 5% larger font will raise revenue per visitor because copy is easier to read, especially for older buyers. Start with single changes like this, then test a full redesign against the original. Track conversion rate and AOV separately, and size each test with the sample size calculator.