Streamlined product page layout: +9.0% conversion, AOV down
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsStreamlining the product page, by removing secondary content and making the call-to-action button bigger and higher-contrast, lifted conversion rate 9.0%.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
Average order value fell 9.6%, so revenue per visitor dipped slightly.
- Conversion rate: +9.0%, the headline win.
- Orders: +6.5%, so more shoppers bought.
- Average order value: -9.6%, a large drop.
- Revenue per visitor: -1.5%, a slight net loss, which offsets the conversion win.
The change
The variant removes secondary content and enlarges the add-to-cart button.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original product page, with secondary content placed around the main product information.
Variant
Secondary content was removed and the call-to-action button was made larger and higher-contrast, giving a more direct path to add to cart.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Fewer elements on the page leave less to distract shoppers from the main product and button.
- A bigger, higher-contrast button is easier to spot and tap, especially on mobile.
- The removed content may have included upsell or cross-sell items, which would explain smaller baskets. Clean Commit suggested this too.
Caveats: Two changes shipped together (less content and a bigger button), so the result can't be credited to one. No sample size, duration or significance level was shared.
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 remove secondary content and make the call-to-action button more prominent, then conversion will rise because shoppers have fewer distractions.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Revenue per visitor
- Upsell or cross-sell take rate
- Who should test it
- Stores with busy product pages where shoppers stall before adding to cart. If upsells drive a lot of your order value, keep them in the variant or expect revenue to suffer.
Questions
Does removing content from product pages increase conversions?
It did here, with conversion up 9.0%. But order value fell, so check revenue, not just conversion.
Is a conversion win good if revenue per visitor falls?
Not on its own. Here more people bought but spent less, and the net effect on revenue was slightly negative.
What should I test next after a result like this?
Keep the clean layout and bring back targeted upsells, then see if order value recovers without losing the conversion gain.
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