Apparel product page redesign: +10% conversion rate (+32% desktop)
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsA full product page redesign raised conversion rate by 10% overall and by 32% on desktop for an apparel brand.
Blend Commerce ran this two-week A/B test, which bundled several changes together, so the lift can't be credited to any single one. Average purchase revenue per user rose 12%.
- Overall conversion rate: +10%, and average purchase revenue per user: +12%.
- Desktop: conversion rate +32% and revenue per user +25%.
- Mobile: conversion rate +7% and revenue per user +11%, a smaller but still positive gain.
- The redesign was set live after the test.
The change
Redesign adds thumbnails, a size guide, value props, simpler benefits and accordions.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The brand's original apparel product page.
Variant
A redesigned page with image thumbnails, key value props below add to cart, simpler benefit copy, accordions for long content and a size guide.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Thumbnails make it easier to browse product photos, which matters when shoppers judge fit and fabric by eye.
- A size guide sets expectations and may reduce the fear of ordering the wrong size.
- Value props under the button and accordions for long text keep key reasons to buy close to the decision point.
- Because all changes shipped at once, we can't tell which of these did the most work.
Caveats: This was a bundled test: five changes were shipped together, so no single element gets the credit. It ran for two weeks; sample size and confidence were not shared.
Who ran it
Blend Commerce ran this test for a apparel brand and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we redesign the product page with clearer images, a size guide, value props near the button and tidier long-form content, then more visitors will buy because they can find what they need to decide faster.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per user
- Return rate
- Size guide usage
- Who should test it
- Apparel brands whose product pages lack a size guide or have long, cluttered content. Test a bundle like this when you have many fixes; run single-change tests afterwards if you want to learn which parts matter.
Questions
Should I A/B test a full page redesign or one change at a time?
A redesign test tells you whether the new page beats the old one, but not why.
Single-change tests teach more but take longer, so many teams test a redesign first and then break it down.
Does a size guide improve conversion for clothing stores?
It may help, since fit is a top worry for apparel shoppers.
In this test it was one of five changes, so its own effect is unknown.
Why did desktop gain more than mobile?
The source doesn't say. One guess is that the old desktop layout had more room for improvement, such as how images and long content were shown.
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