# Hockey page rebuilt on another sport's layout: -38.5% conversions

- Outcome: Lost
- Page type: Landing page (Ecommerce)
- Elements: Layout, fonts & visual design, Hero & above-the-fold section, Social proof, authority & press
- 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/hockey-landing-page-redesigned/
- Page: https://liftarchive.com/test/cc-hockey-landing-page-redesigned/

Rebuilding a hockey landing page to copy the structure of a better-performing page for another sport cut conversion rate by 38.5% and revenue per visitor by 42.7%. Clean Commit ran this test for an anonymized Shopify store selling sports equipment and published it in its A/B test library. Several changes shipped together, so no single element can be blamed for the drop.

## Result

**-38.5% conversions**

- Conversion rate: -38.5%, a negative result. The original had an 86.9% probability of performing better over 29 days.
- Revenue per visitor: -42.7%, and orders: -38.5%.
- Add-to-cart rate: -21.4%, so shoppers dropped off well before checkout.
- Average order value: -6.9%.

## Control

The original hockey landing page.

## Variant

A rebuilt page with a new hero, an early product explainer, athlete photos and video near the top, early social proof such as quotes and press logos, a collapsible FAQ and a reviews module.

## Why it likely lost (our reading)

- Hockey buyers may want different information than buyers in the other sport, so a borrowed structure did not fit them.
- Adding explainers, media and social proof near the top may have pushed products and the buying path further down.
- The original page may already have matched what hockey shoppers expected, and the rebuild broke that.

## Caveats

This was a bundled redesign, so the drop cannot be tied to one change. An 86.9% probability falls short of significance, and the sample size was not shared.

## How to run this test

- Hypothesis: If we rebuild our landing page to match the structure of a stronger page for a different audience, then conversion rate will rise because visitors will understand and trust the product sooner.
- Primary metric: Conversion rate
- Guardrail: Add-to-cart rate
- Guardrail: Revenue per visitor
- Who should test it: Stores with several product lines that want to reuse a winning page layout. Test each audience on its own; this result shows a layout that works for one group can hurt another.

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