Simplified product page redesign: +6% purchase conversion
Commentary byLiftArchiveOur analysis, not theirsA simpler, clearer product page raised Mamabrum's purchase conversion rate from 3.63% to 3.85%, a 6.03% lift, and add-to-cart rate rose 11.64%.
Digispot ran this A/B test for the Polish wooden toy and baby care store, and it was published as a Convert case study.
This was a full redesign with several changes shipped together, so no single element gets the credit.
- Purchase conversion rate: 3.63% to 3.85%, a 6.03% relative lift.
- Add-to-cart rate: +11.64%.
- Both gains come from the redesign as a whole, not from any one change.
The change
Variant is a full redesign: less duplication and a clearer layout.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original product page. Research found it cluttered and hard to follow, with information repeated in several places.
Variant
A redesigned product page built for clarity and credibility, with less duplication and a cleaner layout.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Repeated information made the page feel chaotic. Removing it let shoppers find the key facts faster.
- Parents buying for babies want to trust the seller. A tidier page likely looked more credible.
- Clearer calls to action and shipping details near the button, which Digispot recommends, may have helped people add to cart.
Caveats: This was a bundled redesign, so the effect of each change is unknown. It ran for 5 weeks on 148,710 visitors with a 50/50 split, planned at 80% power with a 0.1 significance threshold, looser than the usual 0.05.
Who ran it
Digispot ran this test for Mamabrum and published the results (Convert.com case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Digispot →
How to run this test on your store
- Hypothesis
- If we simplify the product page and remove repeated information, then more visitors will buy because they can find what they need without feeling overwhelmed.
- Primary metric
- Purchase conversion rate
- Guardrails
- Add-to-cart rate
- Average order value
- Return rate
- Who should test it
- Stores whose product pages have grown cluttered or repeat themselves, especially where trust matters. If your page is already clean, a redesign is a big effort for a small gain, so test single changes instead.
Questions
Is a full redesign test worth it?
It can show a clear lift, as here, but you will not know which change did the work.
Follow up with smaller tests to learn what mattered.
Do collapsible sections help product pages?
They often help by keeping the page short while leaving details one tap away.
Test them on your own pages before assuming.
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