# Collection pages with landing-page content: -1.0% conversion, flat

- 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-with-landing-page-elements/
- Page: https://liftarchive.com/test/cc-collection-pages-redesigned-with-landing-page-elements/

Adding stronger visuals, a reworked grid and landing-page style content to collection pages left conversion rate almost unchanged at -1.0%, while revenue per visitor fell 7.7%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. With only 3,805 visitors and 26% power, the test could only have caught large changes.

## Result

**-1.0% conversion, flat**

- Conversion rate: -1.0%, flat. The variant had a 47.1% probability of beating the original, close to a coin flip.
- Revenue per visitor: -7.7%, a negative result, as average order value fell 5.2%.
- Add-to-cart rate: -3.1%, a negative result.
- Bounce rate: -10.3%, so more visitors stayed, but that did not turn into sales.

## Control

Standard collection pages, which received most of the store's ad traffic.

## Variant

Collection pages with stronger visuals, an optimized product grid and informative landing-page style content.

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

- Richer content kept visitors on the page but may have slowed the path to products.
- Shoppers from ads may already know what they want, so extra content adds little.
- With 26% power, real effects smaller than a large swing would not show up at all.

## Caveats

Underpowered: 3,805 visitors and 26% statistical power. This looks like a separate run of a similar redesign tested on the same store, and several changes shipped together. Duration was not shared.

## How to run this test

- Hypothesis: If we add better visuals, an optimized grid and landing-page style content to collection pages, then conversion rate will rise because shoppers can find and explore products more easily.
- Primary metric: Conversion rate for sessions landing on collection pages
- Guardrail: Revenue per visitor
- Guardrail: Add-to-cart rate
- Who should test it: Stores with enough traffic to detect small changes on collection pages. With a few thousand visitors, expect an underpowered test like this one; lower-traffic stores may learn more from user research.

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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-pages-redesigned-with-landing-page-elements/).
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.