# Redesigned product customizer: +6.8% conversion, inconclusive

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: Variant, size & option selectors, 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/redesigned-customizer-boosts-engagement/
- Page: https://liftarchive.com/test/cleancommit-redesigned-customizer-boosts-engagement/

Redesigning 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.

## Result

**+6.8% conversion, inconclusive**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Customizer completion rate
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-redesigned-customizer-boosts-engagement/).
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.