# Decluttered desktop homepage for Codeword Hats: mixed, inconclusive

- Outcome: Flat / inconclusive
- Page type: Homepage (Ecommerce)
- Elements: Product cards & quick add, Layout, fonts & visual design
- 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/homepage-product-cards-with-swatches-improve-engagement-and-conversions/
- Page: https://liftarchive.com/test/cc-homepage-product-cards-with-swatches-improve-engagement-and-convers/

Streamlining 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.

## Result

**mixed, inconclusive**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Click-through rate
- Guardrail: 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.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-homepage-product-cards-with-swatches-improve-engagement-and-convers/).
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.