Hiding other collection links on collection pages: +2.4% conversion
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsHiding links to other collections on collection pages showed a 2.4% higher conversion rate and 5.6% more revenue per visitor, but the result was not significant.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
We count it as inconclusive: the variant had a 70.5% probability of beating the original after 15 days.
- Conversion rate: +2.4%, with a 70.5% probability of beating the original. Not significant.
- Revenue per visitor: +5.6%, orders: +1.9%, and average order value: +3.2%.
- Mobile gained most, with revenue per visitor up 9.4%.
- Desktop revenue per visitor was flat at -0.1%.
The change
The variant removes the links to other collections.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Collection pages showed links to the store's other collections alongside the products.
Variant
The links to other collections were hidden, so shoppers saw only the products in the collection they had chosen.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Fewer links means fewer ways to wander off. Shoppers who stay on one collection may get to a product faster.
- On mobile, collection links can push products further down the screen. Removing them puts products first, which fits the mobile gain.
- On desktop there is more room, so the links may never have got in the way.
Caveats: Ran 15 days without reaching significance; Clean Commit labeled it a positive signal. The visitor count 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 hide links to other collections on collection pages, then more shoppers will add to cart and buy because they stay focused on the products in front of them.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Products viewed per session
- Exit rate on collection pages
- Who should test it
- Stores with lots of mobile traffic where collection links sit above or among the products. Stores whose shoppers often browse across categories may lose more than they gain.
Questions
Should collection pages link to other collections?
Not necessarily. In this test, hiding them pointed to a small lift, mostly on mobile, though it was not significant.
Why would fewer links help conversion?
Each link is a way out of the page.
Removing them keeps shoppers looking at products they might buy.
Will this hurt browsing?
It could, if your shoppers often jump between categories.
Watch products viewed per session while the test runs.
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