Desktop product page redesign: +8.5% conversion, +17.6% RPV
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsA desktop product page redesign lifted conversion rate 8.5% and revenue per visitor 17.6%.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
Several changes shipped together, so the result belongs to the full redesign, not any single element.
- Conversion rate: +8.5%.
- Average order value: +8.4%, so buyers also spent more per order.
- Revenue per visitor: +17.6%, the combined effect of more buyers and bigger orders.
- Orders: +6.3%. No sample size or probability was shared, so the strength of the evidence is unknown.
The change
The variant changes navigation, images, descriptions and button placement together.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The store's original desktop product page.
Variant
The redesign improved navigation on the page, made product images and descriptions clearer, moved the call-to-action buttons, and simplified the checkout flow.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Clearer images and descriptions may have answered more questions before shoppers had to decide.
- Better-placed buttons may have made the next step easier to see.
- A simpler checkout flow may have cut drop-off after the add-to-cart click. Because all changes shipped together, we can't say which one mattered most.
Caveats: This was a bundled redesign, so no single change can take the credit. The source did not share sample size, duration or statistical confidence.
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 redesign the desktop product page with clearer images, descriptions and button placement, then more shoppers will buy because they can move through the page more easily.
- Primary metric
- Desktop revenue per visitor
- Guardrails
- Desktop conversion rate
- Add-to-cart rate
- Return rate
- Who should test it
- Stores whose desktop product page is dated or cluttered and that have enough traffic for a redesign test. If you need to know which change works, test the elements one at a time instead.
Questions
Is a full product page redesign worth testing?
It can be, when the current page has many small problems.
The trade-off is that a win doesn't tell you which change caused it.
How do I learn which part of a redesign worked?
Once the redesign wins, test individual parts back against the new version, or split future changes into smaller tests.
Why did order value rise too?
Clearer product information may give shoppers the confidence to buy more.
The source didn't break this down, so it's our reading.
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