# Product pages tailored to new vs returning visitors: +2.4% CR

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design, Benefit, problem, how-it-works & results sections
- 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/personalized-pdp-layout-for-new-visitors/
- Page: https://liftarchive.com/test/cleancommit-personalized-pdp-layout-for-new-visitors/

Giving new visitors an educational product page and returning visitors a shorter, sales-focused one lifted conversion rate 2.4% and revenue per visitor 2.1% across 37,726 visitors. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. We count it as inconclusive: the variant had only a 70.5% probability of beating the original, and add-to-cart rate fell 7.4%.

## Result

**+2.4% CR**

- Conversion rate: +2.4%. Not significant, with a 70.5% probability of beating the original, so treat it as a weak signal.
- Revenue per visitor: +2.1%, in line with the small conversion lift.
- Add-to-cart rate: -7.4%. Negative: more engagement did not mean more items added to cart.
- Desktop did most of the work: conversion rate +7.8% and revenue per visitor +12.5%, against +1.3% conversion on mobile.
- Click-through rate rose 17.2% and bounce rate fell 13.3%, so visitors did engage more with the tailored pages.

## Control

Every visitor saw the same product page, whether it was their first visit or not.

## Variant

New visitors saw a page built around benefits, how the product works and social proof. Returning visitors saw a condensed page with stronger calls to action and fewer distractions.

## Why it likely came out this way (our reading)

- New visitors often need to learn what the product is before buying, so an educational page may have answered their questions.
- Returning visitors already know the product, so a shorter page may have removed friction on their way back to buy.
- Two different layouts were tested as one variant, so gains in one group may have been offset by losses in the other.
- The drop in add-to-cart next to a rise in conversion suggests the visitors who did add to cart were more likely to finish, but the sample can't confirm that.

## Caveats

Not statistically significant (70.5% probability to beat the original), so we count it as inconclusive. New and returning visitors got different layouts in one variant, and duration was not shared.

## How to run this test

- Hypothesis: If we show new visitors an educational product page and returning visitors a condensed one, then conversion rate will rise because each group gets the content that fits where they are in the decision.
- Primary metric: Conversion rate, split by new and returning visitors
- Guardrail: Add-to-cart rate
- Guardrail: Revenue per visitor
- Guardrail: Mobile conversion rate
- Who should test it: Stores with a product that needs some explaining and a solid share of returning visitors. It probably won't move much for simple, familiar products, or for stores without the traffic to read each visitor group on its own.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-personalized-pdp-layout-for-new-visitors/).
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.