# Less cluttered product page layout: +4.4% AOV, -0.6% conversion

- Outcome: Flat / inconclusive
- Page type: Product page (Ecommerce)
- Elements: 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/simplified-product-page-layout/
- Page: https://liftarchive.com/test/cleancommit-simplified-product-page-layout/

Decluttering the product page and playing down secondary elements lifted average order value 4.4%, but conversion rate fell 0.6% and revenue per visitor fell 1.5%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. The agency called the result inconclusive, and so do we.

## Result

**+4.4% AOV, -0.6% conversion**

- Average order value: +4.4%, the only clear positive move.
- Conversion rate: -0.6%, effectively flat.
- Revenue per visitor: -1.5%, a small negative.
- Orders: -0.4%. Inconclusive overall.

## Control

The original product page layout.

## Variant

A cleaner layout with product details reorganized for easier reading and secondary elements given less visual weight, keeping focus on the product and the buy button.

## Why it likely came out this way (our reading)

- A cleaner layout may have made premium options easier to notice, which could explain the AOV gain.
- Playing down secondary elements may have also hidden details some shoppers needed, which held conversion back.
- Small layout tweaks often produce effects too small to detect without a lot of traffic.

## Caveats

The test was inconclusive. Sample size, duration and confidence were not shared, and several layout changes were made at once.

## How to run this test

- Hypothesis: If we reduce clutter on the product page and reorganize key details, then conversion will rise because shoppers can judge the product more easily.
- Primary metric: Revenue per visitor
- Guardrail: Conversion rate
- Guardrail: Average order value
- Guardrail: Add-to-cart rate
- Who should test it: Stores with busy product pages and plenty of traffic. If your page is already simple, expect little change.

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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-product-page-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.