Full product page redesign: +11.2% mobile add-to-cart
Commentary byLiftArchiveOur analysis, not theirsA full redesign of Fishwife's product page raised mobile add-to-cart by 11.2%, while desktop stayed roughly flat.
The tinned fish brand's in-house growth team ran the test from June to August 2025, and it was published as a Shoplift case study.
Many changes shipped together, so the lift can't be credited to any one element.
- Mobile add-to-cart rate: +11.2%. Most of Fishwife's traffic is mobile, so this is where the gain mattered most.
- Desktop add-to-cart: roughly flat. The redesign did not clearly help desktop shoppers.
- Purchase and revenue results for this test were not shared, and neither were sample size or confidence.
Control
Fishwife's previous product page.
Variant
A fully redesigned product page. The source does not list the specific changes.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A layout built with small screens in mind can make key details and the add-to-cart button easier to reach on mobile.
- Desktop shoppers already had more room, so a redesign may have changed less for them.
- Because many things changed at once, we can't tell which parts drove the mobile lift.
Caveats: This was a bundled redesign with many changes at once, and the source does not list them. It measured add-to-cart rather than purchases, and later tests were used to refine the desktop version.
Who ran it
Fishwife ran this test for Fishwife and published the results (Shoplift case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Fishwife →
How to run this test on your store
- Hypothesis
- If we redesign the product page around mobile shoppers, then mobile add-to-cart will rise because key details and the buy button are easier to find on a small screen.
- Primary metric
- Add-to-cart rate, split by device
- Guardrails
- Purchase conversion rate
- Revenue per visitor
- Desktop add-to-cart rate
- Who should test it
- Stores with mostly mobile traffic and a product page that was not designed mobile-first. If you want to learn which element matters, test changes one at a time instead of a full redesign.
Questions
Should I A/B test a full page redesign?
Yes, if you want to know whether the new page beats the old one overall.
Just know you won't learn which change caused the result.
Why break test results down by device?
Mobile and desktop shoppers can react very differently.
Here the redesign helped mobile and did little for desktop, which a single blended number would hide.
Is add-to-cart a good test metric?
It's a useful early signal, but check purchases and revenue too.
More items in carts do not always mean more orders.
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