Landing-page style collection pages: -2.4% conversion, inconclusive
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsTurning collection pages into landing-page style pages lowered conversion rate by 2.4%, while revenue per visitor rose 21.1%, so the overall effect is unclear.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
The revenue gain came almost entirely from a small group of desktop visitors, and on mobile both metrics fell.
- Conversion rate: -2.4%, a negative result. The original had a 61% probability of doing better, far from significant.
- Orders: -5.2%, a negative result.
- Revenue per visitor: +21.1%, driven by average order value up 24.0%.
- Mobile (9,714 visitors): conversion rate -7.1% and revenue per visitor -16.6%.
- Desktop (707 visitors): revenue per visitor +106.6%, too small a sample to trust.
The change
A plain collection grid becomes a landing-page style page with visuals and content.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Standard collection pages, which received most of the store's ad traffic.
Variant
The same collection pages with better visuals, a reworked product grid and informative landing-page style content.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Extra landing-page content may push products further down on mobile, slowing shoppers who came ready to buy.
- Desktop screens have room for both content and the grid, which may explain why desktop held up better.
- The revenue gain rests on a few hundred desktop visitors, so it may be chance rather than a real effect.
Caveats: Inconclusive across 10,421 visitors: no metric reached significance, and the revenue gain relies on 707 desktop visitors. Several changes shipped together, and test duration was not shared.
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 add landing-page style content and better visuals to collection pages that get ad traffic, then conversion rate will rise because paid visitors get more context before choosing a product.
- Primary metric
- Conversion rate for paid traffic landing on collection pages
- Guardrails
- Mobile conversion rate
- Revenue per visitor
- Orders
- Who should test it
- Stores that send most ad traffic to collection pages and have mainly desktop visitors. Mobile-heavy stores should be careful, since mobile conversion fell 7.1% here; keep the product grid near the top.
Questions
Should ad traffic land on a collection page or a landing page?
It depends on the store. In this test, adding landing-page content to collection pages lowered conversion, mostly on mobile, while revenue rose only on a small desktop sample.
Why did revenue rise while conversion rate fell?
Average order value rose 24.0%, so fewer buyers spent more each.
Most of that came from 707 desktop visitors, which is too few to rely on.
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