# Simpler collection page redesign: +4.2% conversion, not significant

- Outcome: Flat / inconclusive
- Page type: Collection page (Ecommerce)
- Elements: Layout, fonts & visual design, Product cards & quick add, Filters, sorting & site search
- 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/collection-page-redesign/
- Page: https://liftarchive.com/test/cc-collection-page-redesign/

A 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.

## Result

**+4.2% conversion, not significant**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-collection-page-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.