75% fewer products on the collection page: +14% revenue
Test run byDRIP AgencyCRO agency
Commentary byLiftArchiveOur analysis, not theirsCutting the product listing page down to about a quarter of the range lifted revenue by 14% for New Shades, an online store for blinds and sun protection.
DRIP Agency ran the test and published it as a case study on its German site.
Showing 75% fewer products made more money, not less.
- Revenue: +14% against the full collection.
- The variant did this with 75% fewer products on the page.
- Only headline figures were shared. Significance, sample size and test length were not.
The change
The variant shows about 75% fewer products on the listing page.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product listing page showed the full collection of blinds and sun-protection products.
Variant
The listing page showed a reduced collection, about 75% fewer products than before.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Too many similar options can stall a decision. A shorter list makes it easier to compare and pick.
- Blinds can look alike in a grid. Fewer products may help each one stand out.
- A smaller set likely put the best sellers up front, so more shoppers saw products that tend to sell.
Caveats: Facts come from DRIP's German case study, which gives only headline figures. Significance, sample size and which products were removed were not shared.
Who ran it
DRIP Agency ran this test for New Shades and published the results (DRIP Agency case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on DRIP Agency →
How to run this test on your store
- Hypothesis
- If we show a smaller, curated set of products on the listing page, then revenue will rise because shoppers face fewer similar options and decide faster.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Search and filter usage
- Average order value
- Who should test it
- Stores with large ranges of similar-looking products, such as home goods, blinds or basics. Choose the kept products by sales data. It may hurt stores where shoppers come for breadth, or where many buyers want a specific niche item.
Questions
Do fewer products on a category page increase sales?
They can. New Shades showed 75% fewer products and revenue rose 14%. Fewer similar options can make choosing easier.
Which products should I keep if I shrink a collection page?
Start with best sellers and items that cover distinct needs.
The source did not say how New Shades chose, so base it on your own sales data.
Will hiding products hurt SEO or search?
Removing items from one listing page does not have to remove them from the site.
Keep them reachable through search, filters or other pages.
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