# Full redesign of luxury skincare kit page: lost by a large margin

- Outcome: Lost
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design, Variant, size & option selectors, Social proof, authority & press
- Date shared: 2017-01
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/why-a-losing-test-isnt-a-loser-costing-you-35-percent-increases/
- Page: https://liftarchive.com/test/cf-luxury-skincare-kit-page-redesign-first-try-lost/

A full redesign of a luxury skincare kit page lost to the original by a large margin. Conversion Fanatics ran this test for a dermatologist-created skincare brand. Many changes shipped together, and the exact size of the loss was not shared.

## Result

**lost by a large margin**

- Conversions: down by a large margin, according to the agency. This test lost.
- No percentage, sample size or duration was shared.
- A later iteration that changed the headline, swapped the dropdown for radio buttons and changed the button text won.

## Control

The page explained the steps of the system, then listed three skin-type kits, each with its own buy button. It showed no social proof and no price.

## Variant

The redesign added better images, a benefit headline, two social proof areas and a how-it-works video. It showed one large product image with a skin-type dropdown, a visible price, and a popup explaining the differences.

## Why it likely lost (our reading)

- A dropdown hides the three options, which may have made choosing harder than seeing all three kits.
- A general benefit headline may have been less clear than naming the product.
- Showing a high price up front, with many other changes at once, could have shifted who clicked through.
- Because so much changed, the cause of the loss can't be pinned down.

## Caveats

This was a full redesign with many changes at once, so no single element explains the loss. The size of the drop, sample and duration were not shared.

## How to run this test

- Hypothesis: If we redesign the kit page with proof, video, a visible price and a single product with a skin-type selector, then more shoppers will buy because the value and the choice are clearer.
- Primary metric: Conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Option selection rate
- Guardrail: Checkout abandonment
- Who should test it: High-priced brands whose product pages lack proof or price. Plan to iterate: if a redesign loses, study where shoppers got stuck before giving up.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-luxury-skincare-kit-page-redesign-first-try-lost/).
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.