# Decluttered cart page redesign: -11.1% conversion, +14.8% AOV

- Outcome: Flat / inconclusive
- Page type: Cart (Ecommerce)
- Elements: Layout, fonts & visual design, Checkout steps, fields & flow
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/cart-page-redesign-leads-to-mixed-impact/
- Page: https://liftarchive.com/test/cc-cart-page-redesign-leads-to-mixed-impact/

A decluttered cart page redesign cut conversion rate 11.1% while average order value rose 14.8%. Clean Commit ran this test for an anonymized Shopify store. Several changes shipped together and the results point in opposite directions, so we treat it as inconclusive.

## Result

**-11.1% conversion, +14.8% AOV**

- Conversion rate fell 11.1%. This is negative and the opposite of the goal.
- Average order value rose 14.8%, so the shoppers who did buy spent more.
- Revenue per visitor rose 2.1%, as bigger orders roughly made up for fewer buyers.
- Bounce rate rose 11.2%, another negative sign. The page also lists a 3.64% revenue change with no sign or definition, so we leave it out.

## Control

The store's original cart page.

## Variant

A decluttered cart with fewer form fields, a better mobile layout and faster page loading, all shipped as one version.

## Why it likely came out this way (our reading)

- A big layout change can unsettle returning shoppers who knew where things were, even if the new page is simpler.
- Clean Commit's own reading was that the mobile changes still needed work, which fits the higher bounce rate.
- Because three changes shipped together, it is not possible to tell which one hurt conversion and which helped order value.

## Caveats

Bundled test: fewer fields, mobile layout fixes and speed work shipped together, so no single change can take the credit or blame. Sample size, duration and confidence were not shared, and the source page is sparse.

## How to run this test

- Hypothesis: If we remove clutter and extra fields from the cart, then more shoppers will reach checkout because the next step is easier to see and finish.
- Primary metric: Conversion rate
- Guardrail: Bounce rate
- Guardrail: Average order value
- Guardrail: Revenue per visitor
- Who should test it: Stores with a cluttered or slow cart page and enough traffic to test changes one at a time. If your cart is already simple, a redesign is unlikely to pay off, and testing all changes at once will hide what worked.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-cart-page-redesign-leads-to-mixed-impact/).
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.