# Compact product page top: +0.5% conversion, result inconclusive

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Reviews & star ratings, Variant, size & option selectors
- 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-redesign-with-updated-fields-boosts-engagement-and-revenue/
- Page: https://liftarchive.com/test/cleancommit-product-page-redesign-with-updated-fields-boosts-engagemen/

Making the top of the product page more compact, with restyled review stars and input fields, lifted conversion rate by only 0.5%, so the result is inconclusive. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. Revenue rose 12.55% and bounce rate fell 19.5%, but desktop improved while mobile got worse.

## Result

**+0.5% conversion, result inconclusive**

- Conversion rate: +0.5%. Too small to call, and Clean Commit labelled the test inconclusive.
- Revenue: +12.55%, helped by an 11.1% rise in average order value. Not shown to be significant.
- Bounce rate: -19.5%, so fewer visitors left straight away.
- Click-through rate: +13.9%, a sign of more engagement with the page.
- By device: desktop conversion improved, mobile conversion got worse.

## Control

The original top section of the product page, with the existing review rating and input field styles.

## Variant

A more compact top section, so the add-to-cart button sits higher. The review rating and the input fields were restyled.

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

- A shorter top section brings the add-to-cart button into view sooner, which may explain the lower bounce rate.
- Clearer input fields may have made choosing options easier, adding engagement without changing purchases much.
- On mobile, squeezing the layout may have made the top feel cramped, cancelling out the desktop gain.

## Caveats

The source rates this test inconclusive, and the mobile and desktop results pointed in opposite directions. Sample size, duration and confidence were not shared.

## How to run this test

- Hypothesis: If we make the top of the product page more compact and restyle the review rating and option fields, then conversion rate will rise because shoppers reach the add-to-cart button faster.
- Primary metric: Conversion rate
- Guardrail: Mobile conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Add-to-cart rate
- Who should test it: Stores with a long or crowded product page top where the add-to-cart button sits below the fold. Build mobile and desktop versions separately, since one layout may not suit both.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-product-page-redesign-with-updated-fields-boosts-engagemen/).
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.