# Product page rework with size finder and video: +8.1% CR, flat

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design, UGC & product video
- 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/product-page-layout-reworked/
- Page: https://liftarchive.com/test/cleancommit-product-page-layout-reworked/

A product page rework, with a more prominent 'Find your size' button, a shorter intro, a higher accordion and a lifestyle video, lifted conversion rate 8.1% and revenue per visitor 11.9%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. We count it as inconclusive: with 7,289 visitors the variant had a 68.6% probability of winning, and mobile and desktop moved in opposite directions.

## Result

**+8.1% CR, flat**

- Conversion rate: +8.1%, with a 68.6% probability of beating the original and 20% statistical power. Not significant.
- Revenue per visitor: +11.9%, with orders +7.1% and average order value +3.6%.
- Mobile conversion rate +27.0%, but desktop -11.9%. Negative on desktop.
- Add-to-cart rate: -4.7%. Negative, even as more visitors bought.

## Control

The store's original product page.

## Variant

The 'Find your size' button was made more prominent, the intro description shortened, the accordion moved higher, and a lifestyle video of the product in use was added.

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

- A prominent size finder may have eased fit worries, which are a common reason shoppers hesitate on apparel.
- A shorter intro and a higher accordion put key details within reach on mobile, where scrolling is costly.
- On desktop the video or new layout may have added distraction, which could explain the drop there.
- Four changes shipped together, so we can't tell which one helped and which one hurt.

## Caveats

Underpowered: 7,289 visitors, 20% power and a 68.6% probability to beat the original, so it is a signal only. Several changes shipped together, and desktop and mobile split.

## How to run this test

- Hypothesis: If we make the size finder more prominent, shorten the intro, move the accordion up and add a lifestyle video, then conversion rate will rise because key information and proof are easier to find.
- Primary metric: Conversion rate, split by device
- Guardrail: Desktop conversion rate
- Guardrail: Add-to-cart rate
- Guardrail: Return rate for fit
- Who should test it: Apparel and other sized-product stores with mostly mobile traffic. Retest one change at a time with more traffic, and keep desktop separate since it went negative here.

---

Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-product-page-layout-reworked/).
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.