# Cleaner skincare catalog grid: +20% conversion, +40% revenue/visitor

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Product cards & quick add, Layout, fonts & visual design
- Date shared: 2017-11
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/will-showing-fewer-products-store-improve-conversions/
- Page: https://liftarchive.com/test/cf-skincare-catalog-three-per-row/

A skincare catalog page with 3 products per row, bigger images, aligned buttons and best sellers first lifted conversion rate from 11.54% to 13.87% (+20%). Revenue per visitor rose 40%, from $16.44 to $22.98. Conversion Fanatics ran this test for a skincare products company and shared it on its blog in 2017; several layout changes shipped together.

## Result

**+20% conversion, +40% revenue/visitor**

- Conversion rate: 11.54% to 13.87%, a 20% lift.
- Revenue per visitor: $16.44 to $22.98, a 40% lift.
- Visits to checkout rose 19.22% and visits to cart rose 8%.
- All four changes shipped together, so the lift can't be credited to the 3-per-row layout alone.

## Control

A catalog page with 4 products in each row. Prices and calls to action did not line up from one product to the next.

## Variant

3 products in each row, with larger product images and prices and buttons aligned. Products were sorted by most popular.

## Why it likely won (our reading)

- Bigger images give skincare shoppers a clearer look at each product before they click.
- Aligned prices and buttons make the grid easier to scan and compare.
- Sorting by most popular puts proven sellers in front of shoppers first, which may explain part of the revenue gain.
- Fewer products per row can feel less crowded, though that is our reading rather than something the test isolated.

## Caveats

Bundled test: column count, image size, alignment and sort order all changed at once. Sample size, duration and confidence level were not shared, and the test is from 2017.

## How to run this test

- Hypothesis: If we show 3 products per row with larger images, aligned prices and buttons, and best sellers first, then more visitors will buy because the catalog is easier to scan and compare.
- Primary metric: Revenue per visitor
- Guardrail: Conversion rate
- Guardrail: Product page click-through from the catalog
- Guardrail: Scroll depth on the catalog page
- Who should test it: Stores whose grids feel crowded or uneven, especially where product looks matter. To learn which change matters, test sort order and grid density separately; stores where shoppers need to compare many items at once may lose out from fewer per row.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-skincare-catalog-three-per-row/).
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.