Simpler collection page redesign: +4.2% conversion, not significant
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsA redesigned collection page with a simpler layout, better images, clearer names and prices, and sorting showed a 4.2% rise in conversion rate, but the lift was not statistically significant.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
Several changes shipped together, so the result can't be credited to any one of them.
- Conversion rate: +4.2%. The agency labeled this a positive signal, not a significant win, so we count it as inconclusive.
- Add-to-cart rate: +7.9%, pointing in the same direction.
- Revenue per visitor: +6.0%, with average order value up 1.7%.
- Click-through rate: also listed as +4.2%, the same figure as conversion rate, which makes the headline number harder to read.
The change
A busier grid becomes a simpler layout with clearer cards and sorting.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The store's original collection page layout.
Variant
A simpler layout with improved product images, more prominent product names and prices, and a new sorting option.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Bigger, clearer images and visible prices may let shoppers judge products without opening each one.
- Sorting gives shoppers a fast way to reach what they want, such as price or newest.
- The gains were small and not significant, so some or all of the lift may be noise.
Caveats: Bundled redesign: four changes shipped at once, so no single element can take the credit. The source page gives no sample size, duration or significance figures, and the agency calls the outcome directional only.
Who ran it
Clean Commit ran this test for a Shopify store (anonymized) and published the results (Clean Commit A/B test library). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Clean Commit →
How to run this test on your store
- Hypothesis
- If we simplify the collection page, improve product images, make name and price stand out and add sorting, then conversion rate will rise because shoppers can scan and compare products faster.
- Primary metric
- Conversion rate for sessions that view a collection page
- Guardrails
- Revenue per visitor
- Add-to-cart rate from the collection page
- Who should test it
- Stores with large catalogs where shoppers browse collection pages before choosing. If you want to learn which change matters, test them one at a time; a small catalog may see little effect from sorting.
Questions
Does redesigning a collection page increase conversions?
It can, but this test showed only a small, non-significant lift of 4.2%.
Bundled redesigns also make it hard to know what helped.
Should I add sorting to my collection pages?
Sorting is a common shopper expectation on larger catalogs.
In this test it shipped with other changes, so its own effect is unknown.
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