Product page redesign with new copy: -28.3% conversion rate
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsRedesigning four product pages with a refined layout, stronger trust signals and rewritten copy cut conversion rate by 28.3% and revenue per visitor by 59.9%.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
The changes were bundled and the sample was very small, so the size of the drop is uncertain.
- Conversion rate: -28.3%. The original had a 78.2% probability of performing better.
- Revenue per visitor: -59.9%, a large drop on a small sample.
- Orders: -30.8%.
- Average order value: -44.1%. A few orders can swing this figure at low traffic.
The change
The variant refines the layout, adds trust signals and rewrites the product copy.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Four product pages in their original design, with the existing copy and trust signals.
Variant
The same four pages with a refined layout, stronger trust signals and rewritten copy about value, features and outcomes.
Why it likely lost
Our reading of the result, not the practitioner's claim.
- Rewritten copy may have dropped details or wording that existing shoppers relied on.
- Extra trust signals can add clutter, pulling focus from the product and the buy button.
- With so few visitors, part of the drop may be chance rather than a real effect.
Caveats: The sample was very small: 1,765 visitors over 41 days, and the result was not significant. Layout, trust signals and copy changed together, so no single change can be blamed.
Who ran it
Clean Commit ran this test for a Shopify store (anonymized) and published the results (Clean Commit A/B test library). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Clean Commit →
How to run this test on your store
- Hypothesis
- If we rewrite product copy around value and outcomes and add stronger trust signals, then conversion rate will rise because the page speaks to customer needs and feels more trustworthy.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Average order value
- Add-to-cart rate
- Who should test it
- Stores with thin or unclear product copy. Test the copy and the trust signals in separate rounds, and wait for enough traffic, as small samples swing a lot.
Questions
Does better product copy always increase sales?
No. In this test, rewritten copy shipped with other changes and conversion fell 28.3%.
Should I add more trust badges to product pages?
Test it. Trust signals help when shoppers have doubts, but extra badges can also add clutter.
Can I trust results from a small A/B test?
Treat them as a signal, not proof. With 1,765 visitors, a few orders can move the numbers a lot.
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