# Product page redesign: -16.3% conversion rate, -12.2% RPV

- Outcome: Lost
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design, Product images & gallery
- 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-redesigned/
- Page: https://liftarchive.com/test/cleancommit-product-page-redesigned/

Redesigning the product page with new visuals and a reorganized layout cut conversion rate by 16.3% and revenue per visitor by 12.2%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. Shoppers engaged more, with bounce rate down 23.5%, but fewer of them bought.

## Result

**-16.3% conversion rate, -12.2% RPV**

- Conversion rate: -16.3%. The original had an 84.3% probability of performing better.
- Revenue per visitor: -12.2%, and orders fell 16.0%.
- Add-to-cart rate: -9.9%.
- Bounce rate: -23.5%. More people stayed, but that did not turn into sales.

## Control

The original product page, with its existing visuals and arrangement of product information and buttons.

## Variant

A redesigned product page with updated visuals and a new layout for product information and key actions.

## Why it likely lost (our reading)

- Moving product details and buttons around may have broken habits for shoppers who knew the old page.
- New visuals can draw attention away from the price and add-to-cart button.
- A page that holds attention longer is not the same as a page that makes buying easier.

## Caveats

The sample was small: 3,522 visitors over 14 days, and the result was not fully significant. The redesign changed visuals and layout together, so no single change can be blamed.

## How to run this test

- Hypothesis: If we redesign the product page with better visuals and a clearer layout, then conversion rate will rise because products are easier to evaluate and buy.
- Primary metric: Conversion rate
- Guardrail: Add-to-cart rate
- Guardrail: Revenue per visitor
- Guardrail: Bounce rate
- Who should test it: Stores planning a full product page redesign. Run it as a test, not a straight launch, and get enough traffic to read the result. Smaller, separate tests will show more clearly what helps.

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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-redesigned/).
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.