# Landing-page style collection pages: -2.4% conversion, inconclusive

- Outcome: Flat / inconclusive
- Page type: Collection page (Ecommerce)
- Elements: Layout, fonts & visual design, Product cards & quick add
- 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-pages-redesigned-as-landing-pages/
- Page: https://liftarchive.com/test/cc-collection-pages-redesigned-as-landing-pages/

Turning 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.

## Result

**-2.4% conversion, inconclusive**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Mobile conversion rate
- Guardrail: Revenue per visitor
- Guardrail: 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.

---

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