# Simplified mobile layout: +4.0% AOV but -4.2% conversion

- Outcome: Lost
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design, Navigation & mega menus
- 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/simplified-mobile-layout/
- Page: https://liftarchive.com/test/cleancommit-simplified-mobile-layout/

A stripped-back mobile layout raised average order value 4.0% but cut conversion rate 4.2% and pushed bounce rate up 14.3%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. The engagement losses outweighed the order value gain, so the change did not ship.

## Result

**+4.0% AOV but -4.2% conversion**

- Average order value: +4.0%, the one positive move.
- Conversion rate: -4.2%. A loss.
- Bounce rate: +14.3%, a sign more visitors left without engaging.
- Click-through rate: -3.8%, which suggests shoppers had trouble finding what they wanted.

## Control

The original mobile layout, with its secondary content blocks and full navigation.

## Variant

Secondary content blocks were removed from key pages and fewer elements were shown. Navigation was condensed to the most popular product categories.

## Why it likely lost (our reading)

- The removed content and links likely helped shoppers find their way and build confidence.
- Condensing navigation to top categories may have hidden products some visitors came for.
- Shoppers who did buy may have been focused on core, higher-priced items, which fits the order value gain.

## Caveats

Sample size, duration and significance were not shared. Several layout and navigation changes shipped together, so the result can't be credited to any one of them.

## How to run this test

- Hypothesis: If we simplify the mobile layout and condense navigation, then order value will rise because shoppers focus on fewer, higher-value products.
- Primary metric: Mobile conversion rate
- Guardrail: Bounce rate
- Guardrail: Click-through rate
- Guardrail: Average order value
- Who should test it: Stores with cluttered mobile pages full of low-use content. If shoppers rely on browsing many categories, cutting navigation is risky; remove one element at a time instead.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-simplified-mobile-layout/).
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.