# Product page redesign with new copy: -20.7% conversion rate

- Outcome: Lost
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design, Headlines, product titles & copy, Trust badges & security seals
- 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/four-product-pages-redesigned-with-new-copy/
- Page: https://liftarchive.com/test/cc-four-product-pages-redesigned-with-new-copy/

Redesigning four product pages with a new layout, stronger trust signals and rewritten copy cut conversion rate by 20.7% and orders by 21.4%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. All three changes shipped together, so the drop can't be pinned on any one of them.

## Result

**-20.7% conversion rate**

- Conversion rate: -20.7%, a negative result.
- Orders: -21.4%, a negative result.
- Revenue per visitor: -6.5%, a smaller drop than conversion.
- Average order value: +17.9%, which softened the revenue loss.
- The original had a 79.8% probability of performing better.

## Control

Four product pages with their original layout, trust signals and product copy.

## Variant

The same four pages with a refined layout, more trust signals and copy rewritten around value, features and outcomes.

## Why it likely lost (our reading)

- Returning shoppers may have been thrown by a page that suddenly looked and read differently.
- Longer, value-focused copy can push the key facts and the buy button further down.
- The higher order value suggests the new pages suited shoppers buying more, while putting off others.
- Because layout, trust signals and copy all changed at once, it is not clear which part hurt.

## Caveats

This was a bundled redesign, so no single change can be credited or blamed. The sample was small, at 1,037 visitors over 41 days, and the result was not significant.

## How to run this test

- Hypothesis: If we rewrite the copy on our product pages around value and outcomes, then conversion rate will rise because shoppers see why the product is worth buying.
- Primary metric: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Who should test it: Stores planning a product page redesign. Test layout, trust signals and copy one at a time if traffic allows, so a loss like this one can be traced.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-four-product-pages-redesigned-with-new-copy/).
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.