# Streamlined product page layout: +9.0% conversion, AOV down

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design, Add-to-cart & CTA buttons
- 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/streamlined-product-page-layout/
- Page: https://liftarchive.com/test/cleancommit-streamlined-product-page-layout/

Streamlining 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.

## Result

**+9.0% conversion, AOV down**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Average order value
- Guardrail: Revenue per visitor
- Guardrail: 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.

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