# Simplified product page redesign: +6% purchase conversion

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Layout, fonts & visual design, Add-to-cart & CTA buttons, Shipping & delivery messaging
- Test run by: [Digispot](https://liftarchive.com/practitioners/digispot/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.convert.com/case-studies/boost-product-page-add-to-cart-rate-digispot/
- Page: https://liftarchive.com/test/mamabrum-simplified-product-page/

A 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.

## Result

**+6% purchase conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Add-to-cart rate
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Digispot ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/mamabrum-simplified-product-page/).
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.