Restructured mobile product page layout: +2.39% conversion rate
Test run byVastaCRO agency
Commentary byLiftArchiveOur analysis, not theirsRebuilding a product page so information appears in a logical order and the add-to-cart button stays in view lifted conversion rate by 2.39%.
Vasta ran this test for a health and wellness brand and published it as a Vasta case study.
The layout changes shipped together, so the lift belongs to the new structure as a whole.
- Conversion rate: +2.39% at 95% confidence.
- Monthly revenue: +1.14%, a smaller gain than the conversion lift.
- Vasta reports about $1,610 a month in added contribution. This is the agency's figure.
The change
Scattered info and a buried button become an ordered page with the CTA always visible.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product information was scattered above the fold, and a long, unfocused scroll pushed the add-to-cart button out of view.
Variant
A mobile-first layout that orders information in the sequence buyers look for it, keeps the call to action in sight and shortens the scroll. The offer did not change.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers were spending time on the page but leaving, which points to confusion rather than a weak offer.
- Keeping the button in view means buyers never have to scroll back to act.
- A shorter page reduces the effort to find answers on mobile.
Caveats: Several layout changes were bundled, so no single change can be credited. Sample size, test duration and the exact changes made were not shared.
Who ran it
Vasta ran this test for a health and wellness brand and published the results (Vasta case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Vasta →
How to run this test on your store
- Hypothesis
- If we reorder our product page so key answers appear in the order buyers ask them and keep the CTA in view, then conversion rate will rise because shoppers find what they need without hunting.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Average order value
- Scroll depth
- Who should test it
- Stores where analytics show long time on page but low add-to-cart rates, especially on mobile. If your page is already short and focused, gains will likely be small.
Questions
What order should product page information follow?
Generally the order buyers ask questions: what it is, what it costs, why it works, and whether others trust it. Test the order with your own customers.
Does a sticky add-to-cart button help on mobile?
It often does on long pages, because buyers can act at any point.
Here it was part of a bundle, so its own effect is unknown.
Why did revenue rise less than conversion rate?
The source does not explain it. One possibility is that the extra orders were smaller on average.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon