Redesigned product customizer: +6.8% conversion, inconclusive
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsRedesigning the customizer for personalized products to be simpler and cleaner lifted conversion rate by 6.8%, but the result was not significant, so we count it as inconclusive.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
A 32.6% rise in revenue per visitor came mostly from a small desktop sample.
- Conversion rate: +6.8%, with an 82.3% probability of beating the original. Not significant.
- Add-to-cart rate: +6.7%, and orders rose 6.4%.
- Revenue per visitor: +32.6%, and average order value +24.3%. Mostly from desktop, where 1,523 visitors make the figure unreliable.
- Mobile: conversion rate up 3.0% across 11,583 visitors, a steadier but smaller gain.
The change
The variant replaces the customizer with a simpler, refreshed design.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original product customizer that shoppers used to personalize products.
Variant
A redesigned customizer with a more intuitive, streamlined interface and refreshed visuals.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- A simpler customizer may help more shoppers finish personalizing a product instead of giving up.
- Clearer visuals can make it easier to picture the finished product.
- The large revenue rise likely reflects a few bigger desktop orders, not the redesign alone.
Caveats: The test ran for 14 days, with 11,583 mobile and 1,523 desktop visitors, and did not reach significance. The revenue figures lean on the small desktop sample.
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 redesign the product customizer to be simpler and clearer, then conversion rate will rise because shoppers find it easier to finish customizing.
- Primary metric
- Conversion rate
- Guardrails
- Customizer completion rate
- Average order value
- Mobile conversion rate
- Who should test it
- Stores selling personalized products through an on-page customizer, especially if many shoppers start but do not finish. Stores with simple option pickers probably have less to gain.
Questions
Does a simpler product customizer increase sales?
This test points that way, with conversion up 6.8%, but it was not significant.
Run your own test long enough to confirm it.
Why can revenue per visitor jump when conversion rises a little?
A few large orders can move revenue a lot when the sample is small.
Here, the desktop sample was only 1,523 visitors.
What should I measure in a customizer test?
Conversion rate as the main metric, plus how many shoppers finish customizing.
Watch mobile separately, as most traffic is often there.
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