Redesigned PDP above the fold: +25% conversion rate
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsRedesigning the above-the-fold area of a travel bag product page raised conversion rate by 24.97% and revenue per session by 24.54%. Oliver Kenyon ran this for a client, aiming for a cleaner layout with fewer decisions. The main visible change was turning a busy two-product bundle box into simple single or two-bag options.
- Conversion rate: +24.97%. Many more visitors bought.
- Revenue per session: +24.54%. The gain held up in revenue, so order value was not hurt.
- No sample size, duration or confidence range was shared.
The change
Busy bundle box replaced with a sale line and simple one-or-two-bag options.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Color swatches sat above a boxed bundle showing two bag images side by side, with separate color dropdowns and a free second bag. Stock and delivery info sat below the add-to-cart button, followed by a review.
Variant
A flash sale line led into two clear radio options: one bag at $69.95, or two bags for $69.95 with the second free. Color dropdowns sat under the chosen option, followed by add to cart, stock and delivery dates.
Why it likely won
Our reading of the result, not the practitioner's claim.
- two plain options made the free second bag offer easier to grasp than the old bundle box.
- the flash sale line framed the offer as a deal before shoppers reached the price.
- fewer images and choices above the fold meant less to process before tapping add to cart.
Caveats: Several elements changed at once, so we cannot say which one drove the lift. Sample size and test length were not shared.
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 replace a busy bundle block with simple radio options and a clear offer line, then conversion rate will rise because shoppers understand the deal faster.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Average order value
- Share of orders choosing the bundle
- Who should test it
- Stores running a buy-one-get-one or bundle offer with a cluttered product page. If your page is already simple, expect a smaller effect.
Questions
Does a product page redesign really increase conversions?
In this test, a cleaner above-the-fold layout lifted conversion rate by about 25%. Several elements changed together, so the exact cause is unclear.
How should I show a buy-one-get-one offer on a product page?
This redesign used two radio options, single or two bags at the same price, with a badge on the free second bag. It beat a side-by-side bundle box.
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