Sitewide trust and design overhaul: +66.4% conversions, unproven
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsA sitewide redesign focused on trust and clarity lifted conversion rate by 66.4% and orders by 64.7%, but average order value fell 33.3%, so revenue per visitor rose only 11.0%.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
Many changes shipped together and the test had low power, so we count it as inconclusive.
- Conversion rate: +66.4%, with a 99.1% probability of beating the original. The test had low power and did not reach significance, so treat it as inconclusive.
- Orders: +64.7%.
- Average order value: -33.3%, a negative result.
- Revenue per visitor: +11.0%, much smaller than the conversion gain because orders got smaller. Desktop conversion rose 109.0%.
The change
A trust-focused redesign with clear hero, trust bar, best sellers and prominent reviews.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original store design, with a generic review widget.
Variant
A sitewide overhaul: logo colors applied, a hero saying clearly what the store sells, highlighted best sellers and categories, a trust bar and more prominent reviews. Collection grids showed three products per row on desktop and one on mobile, with larger images, cleaner cards and a moved discount popup.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- A hero that says what the store sells, plus a trust bar and visible reviews, may have made first-time visitors more confident.
- Larger images and simpler grids may have made browsing easier.
- Many changes shipped together, so no single element can be credited. Smaller orders suggest the new buyers bought less each.
Caveats: This was a bundled redesign across the homepage, collection pages, product pages and popup, so the result cannot be tied to one change. The test had low power, and sample size and duration were 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 apply our logo colors, clarify the hero, highlight best sellers, add a trust bar and show reviews prominently, then conversion rate will rise because visitors will feel more confident in the brand.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Conversion rate
- Who should test it
- Smaller stores whose design looks generic or unclear about what they sell. If your store already looks trustworthy and focused, a full overhaul is a big bet with less upside.
Questions
Can a store redesign raise conversion rate?
It can. Here a sitewide trust and design overhaul lifted conversion rate by 66.4%, but many changes shipped together and the test had low power.
Why did revenue rise less than conversion rate?
Average order value fell 33.3%, so even with far more orders, revenue per visitor rose only 11.0%.
Should I redesign everything at once or test one change?
A bundle can show a big effect fast, but you will not know which change drove it.
Testing pieces separately tells you what to keep.
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