Test archive / Collection page
Do single product rows lift mobile collection page sales?
Our mobile collection pages showed products 2 to a row. We tested 1 product per row on 2 collections, including a long list. Conversion fell 9.4% over 14 days, so we paused the test.
Lost Mobile 14 days Called at 90%
The hypothesis
By showing 1 product per row on mobile collection pages, we will help shoppers focus on each product instead of jumping between them, resulting in more visitors buying.
A 2-across grid on a small screen puts several products in view at once, and shoppers can bounce between them without settling on 1. A single column gives each product the full width of the screen and asks the shopper to consider it on its own.
We expected that simpler, more focused view to lead to more purchases.
What we changed
We changed the mobile collection grid from 2 products per row to 1.
The control showed products in a 2-across grid. The variation showed 1 product per row at full width. The test ran on 2 collection pages, and 1 of them had a long list of products.
- Grid changed from 2 per row to 1
- Each product card shown at full width
The result
Mobile conversion fell 9.4% in 14 days, and we paused the test.
Conversion was 9.4% lower than the control over 14 days, and revenue per visitor fell 7.2%. Overall engagement with the collection pages dropped as well.
Shoppers on the longer collection had to scroll much further to see the full range, which likely drove much of the drop.
What we took from it
1 product per row made a long collection too long to browse.
A single column gives each product more space, but it also multiplies the scrolling. On a collection with many products, shoppers saw fewer options for the same effort and engaged less. We kept the 2-across grid.