# Product page redesign with new copy: -28.3% conversion rate

- Outcome: Lost
- Page type: Product page (Ecommerce)
- Elements: Headlines, product titles & copy, Trust badges & security seals, Layout, fonts & visual design
- 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-pages-redesigned-with-new-copy/
- Page: https://liftarchive.com/test/cleancommit-product-pages-redesigned-with-new-copy/

Redesigning 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.

## Result

**-28.3% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: 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.

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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-pages-redesigned-with-new-copy/).
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.