Cleaner collection product cards: $43,115/month forecast lift
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsRealigning the product cards on a collection page and highlighting each flavour name produced a forecasted $43,115 per month in extra revenue. Oliver Kenyon ran this test for an energy drink brand and reported more product page views and a higher conversion rate.
- Revenue: a forecasted $43,115 per month, or $517,380 per year. This is a projection, not measured revenue.
- Product page views went up, so more shoppers clicked through from the grid. The exact lift was not shared.
- Conversion rate went up. The size of the lift was not shared.
- Revenue per visitor, AOV and sample size were not shared.
The change
Variant aligns the cards and puts the flavour in a coloured pill
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product cards had uneven spacing, small flavour text squeezed under the title, and star ratings with review counts stacked between the price and the Add to Cart button.
Variant
Cards got consistent spacing and hierarchy, with each flavour name shown in a coloured pill under the title. In the screenshot, the star ratings and review counts no longer appear on the cards.
Why it likely won
Our reading of the result, not the practitioner's claim.
- when every card follows the same layout, shoppers can scan the grid faster and compare products more easily.
- for a flavoured product, the flavour is often the deciding detail. A coloured pill makes it readable at a glance on mobile.
- removing the star rows shortened each card, so more products fit on screen. We can't tell how much this added on its own, because it changed at the same time.
Caveats: Only a forecasted dollar figure was shared. No percentage lift, sample size, duration or significance was given. Several card changes shipped together, so we can't tell which one drove the result.
Who ran it
Oliver Kenyon (@oliverkenyon) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we standardise product card layout and highlight the key choice attribute (such as flavour), then more shoppers will click through to product pages and buy, because the grid is easier to scan and compare.
- Primary metric
- Revenue per visitor
- Guardrails
- Collection-to-product click-through rate
- Add to cart rate from the collection page
- Average order value
- Who should test it
- Stores whose products in one range differ mainly by a single attribute, like flavour, scent or colour. It probably matters less if each product looks clearly different, or if your cards are already tidy.
Questions
Do product card layouts affect conversion rate?
They can. In this test, tidying up the cards and making flavours easier to read led to more product page views and a higher conversion rate.
Should collection page cards show the product variant or flavour?
If the flavour or variant is what shoppers choose by, showing it clearly helps. Here it was moved into a coloured pill under the title.
Should I remove star ratings from collection cards?
This test didn't isolate that. The ratings disappeared as part of a wider redesign, so test it on its own before removing them.
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