Plug Tech site redesign: +26.77% revenue per user (before/after)
Test run byPrismflyCRO agency
Commentary byLiftArchiveOur analysis, not theirsPlug Tech's full storefront redesign was followed by a 26.77% rise in revenue per user in the 30 days after launch.
Prismfly ran the project for the refurbished electronics brand and published it as a Prismfly case study.
This is a before/after comparison of a bundled redesign, not an A/B test, so no single change gets the credit.
- Revenue per user: +26.77% in the 30 days after launch compared with before. This is the headline number.
- Average order value: +12.23%, so buyers spent more per order.
- Add to cart: +18.79%, and checkout sessions rose about 20%, which points to more shoppers moving down the funnel.
- Conversion rate: +4.84%, a smaller gain than the revenue metrics. Much of the lift came from bigger orders, not just more buyers.
- All figures compare periods before and after launch, so seasonality, traffic mix and marketing could account for part of the change.
The change
New minimalist homepage and product cards; checkout was also reworked (not shown).
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The previous Plug Tech storefront, with its older design, product cards, homepage layout and checkout flow.
Variant
A full redesign in a clean, minimalist style, with new product cards, new homepage layouts and a reworked checkout flow, rolled out in phases.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A cleaner design may have made a refurbished-device store feel more trustworthy, which matters when buyers worry about used electronics.
- Redesigned product cards and homepage layouts likely made it easier to compare devices and get to a product page.
- A simpler checkout flow may have cut drop-off between cart and purchase.
- Prismfly says post-launch traffic was more qualified, which could inflate the lift independently of the design.
Caveats: Before/after comparison over 30 days, not a split test, and many changes shipped together. Figures are agency-reported, with no sample size or traffic data shared.
Who ran it
Prismfly ran this test for Plug Tech and published the results (Prismfly case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Prismfly →
How to run this test on your store
- Hypothesis
- If we redesign product cards and the homepage layout for clarity and simplify checkout, then revenue per user will rise because shoppers can find, trust and buy a device with less effort.
- Primary metric
- Revenue per user
- Guardrails
- Conversion rate
- Checkout completion rate
- Return or refund rate
- Who should test it
- Stores with a dated or inconsistent design, especially in categories like refurbished goods where trust matters. If you can, split-test the key components (product cards, checkout) instead of relying on a before/after launch. Less useful if your site is already modern and fast.
Questions
Can a site redesign be A/B tested?
Yes, though it is harder. You can split traffic between old and new themes, or test the main components one at a time.
A before/after comparison is quicker but mixes in seasonality and traffic changes.
Why did revenue per user rise more than conversion rate?
Average order value rose 12.23% alongside a 4.84% conversion gain.
Revenue per user combines both, so it grows faster than either alone.
How long should you measure after a redesign?
Plug Tech's numbers cover 30 days after launch.
A longer window, compared with the same period a year earlier, gives a fairer read.
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