# Full product page redesign: +11.2% mobile add-to-cart

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design
- Date shared: 2025
- Test run by: [Fishwife](https://liftarchive.com/practitioners/fishwife/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.shoplift.ai/case-studies/fishwife
- Page: https://liftarchive.com/test/fishwife-pdp-full-redesign/

A 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.

## Result

**+11.2% mobile add-to-cart**

- 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)

- 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.

## How to run this test

- 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
- Guardrail: Purchase conversion rate
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Fishwife ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/fishwife-pdp-full-redesign/).
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.