Decluttered desktop homepage for Codeword Hats: mixed, inconclusive
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsStreamlining the desktop homepage for Codeword Hats raised click-through rate by 6.0%, but the primary conversion metric moved -0.6%, so the result is inconclusive.
Clean Commit ran this test for the hat brand and published it in its A/B test library.
The page also reports desktop orders up 23.4% and conversion up 13.3%, figures that conflict with the primary metric.
- Primary metric, conversion rate: -0.6%, flat. This is why we count the test as inconclusive.
- Click-through rate: +6.0%, and bounce rate: -11.8%.
- Desktop orders: +23.4%, and desktop conversion rate: +13.3%. These conflict with the flat primary figure, so read them with care.
The change
A decluttered desktop homepage with simpler navigation, stronger CTAs and swatch product cards.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original desktop homepage for Codeword Hats.
Variant
A decluttered desktop homepage with streamlined navigation and stronger visual calls to action, focused on product discovery. The page title points to product cards with color swatches.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- A cleaner layout with clearer calls to action likely made it easier to start browsing, which fits the click-through gain.
- Swatches on product cards let shoppers see color options without opening each product.
- Several changes shipped together, so even the positive signals cannot be credited to swatches alone.
Caveats: Several changes shipped together, and the source reports conflicting figures: conversion up 13.3% in one place and -0.6% as the primary metric. Sample size and duration were not shared.
Who ran it
Clean Commit ran this test for Code Word (Codeword Hats) 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 declutter the desktop homepage and show product cards with color swatches, then click-through and conversion will rise because shoppers find products faster.
- Primary metric
- Conversion rate
- Guardrails
- Click-through rate
- Revenue per visitor
- Who should test it
- Stores selling products in many colors, such as apparel and accessories, with a busy desktop homepage. If most traffic is mobile, a desktop-only change will move little.
Questions
Do color swatches on product cards help?
They may help shoppers browse, but this test bundled them with other layout changes and the main conversion metric stayed flat.
Why is this result called inconclusive if orders rose?
The primary conversion metric moved -0.6%, and the source's other figures conflict with it.
Without a clear primary result, it is not a proven win.
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