# Sitewide trust and design overhaul: +66.4% conversions, unproven

- Outcome: Flat / inconclusive
- Page type: Site-wide (Ecommerce)
- Elements: Layout, fonts & visual design, Trust badges & security seals, Reviews & star ratings
- 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-redesign-boosts-conversion-rates/
- Page: https://liftarchive.com/test/cc-homepage-redesign-boosts-conversion-rates/

A 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.

## Result

**+66.4% conversions, unproven**

- 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%.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Average order value
- Guardrail: 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.

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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-redesign-boosts-conversion-rates/).
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.