Two products per row on mobile collections: +55.9% revenue
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsJackson's showed two products per row instead of one on mobile collection pages, and revenue rose 55.9% in an A/B test.
Blend Commerce ran the test for the snack brand as part of a six-month CRO programme. Conversion rate was not reported.
- Revenue: +55.9%.
- Revenue per user: +66.9%, and revenue per session: +49.3%.
- Average order value: +16.9%.
- Product page visits: +0.29%, almost no change, so the gain came from buying, not more clicks.
- Sample size, duration and confidence level were not shared.
The change
Mobile collection grid moves from one product per row to two
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Mobile collection pages showed one product per row. Heatmaps showed many visitors left before seeing even half the range.
Variant
Mobile collection pages showed two products per row. Visitors could see more of the range on each screen.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Seeing more products per screen helps shoppers compare and pick faster.
- A small catalogue fits in fewer scrolls, so more of it gets seen before people leave.
- Showing several flavours at once may have prompted shoppers to add more than one, which fits the higher order value.
Caveats: Sample size, test length and statistical confidence were not shared, and conversion rate was not reported.
Who ran it
Blend Commerce ran this test for Jackson's and published the results (Blend Commerce case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we show two products per row on mobile collection pages, then revenue per visitor will rise because shoppers see more of the range before they stop scrolling.
- Primary metric
- Revenue per visitor on mobile
- Guardrails
- Conversion rate
- Product page click-through rate
- Average order value
- Who should test it
- Stores with mostly mobile traffic and products that are easy to recognise from a small image, like food or simple goods. Products that need a large photo or detail to judge, such as fashion or furniture, may do worse in a tight grid.
Questions
Should mobile collection pages show one or two products per row?
Two per row usually shows more of the range, which suits small catalogues and easy-to-read products.
One per row may suit items that need a large image.
What metric should I use for a collection grid test?
Revenue per visitor is a good choice, since grid changes can affect both conversion and order value. Clicks to product pages alone can mislead.
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