# Wider desktop PDP with grouped buy box: -6.0% conversion

- Outcome: Lost
- 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/wider-desktop-product-page-with-a-grouped-purchase-section/
- Page: https://liftarchive.com/test/cleancommit-wider-desktop-product-page-with-a-grouped-purchase-section/

A wider desktop product page with all purchase details grouped in one right-hand section cut conversion rate 6.0% and revenue per visitor 19.8%. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. Every key metric moved the wrong way, though the result did not reach significance.

## Result

**-6.0% conversion**

- Conversion rate: -6.0%. Not significant: the original had a 70.3% probability of performing better.
- Revenue per visitor: -19.8%. Negative.
- Add-to-cart rate: -11.6%, so the drop started on the product page itself.
- Orders fell 13.1% and average order value fell 9.3%.

## Control

The store's original desktop product page layout.

## Variant

The page container was widened. The title, price, selectors, add-to-cart button and shipping and returns notes were grouped into one right-hand section kept above the fold.

## Why it likely lost (our reading)

- Packing everything into one section may have made the buy box feel dense and harder to read.
- A wider page puts more distance between the images and the purchase details, so the eye has more ground to cover.
- Shoppers who knew the old layout may have had to search for familiar elements.

## Caveats

The test ran for 19 days on 8,404 desktop visitors and did not reach significance. Mobile and tablet were unchanged, so it applies to desktop only.

## How to run this test

- Hypothesis: If we widen the product page and group the key purchase details around the add-to-cart button, then more shoppers will buy because it's clearer how to purchase.
- Primary metric: Desktop add-to-cart rate
- Guardrail: Desktop conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Who should test it: Stores whose desktop purchase details are scattered down the page. If your title, price and button already sit together above the fold, this result suggests little to gain.

---

Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-wider-desktop-product-page-with-a-grouped-purchase-section/).
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.