# Apparel product page redesign: +10% conversion rate (+32% desktop)

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design, Product images & gallery, USP bars & benefit icons
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/32-increase-in-conversion-rate-for-desktop-devices
- Page: https://liftarchive.com/test/apparel-brand-pdp-redesign/

A 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%.

## Result

**+10% conversion rate (+32% desktop)**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per user
- Guardrail: Return rate
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/apparel-brand-pdp-redesign/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.