Test archive / Collection page
Do simpler product listings lift collection page conversion?
Our collection pages showed many details on every product card. We tested removing most of them, with and without a 2-column mobile grid. Over 22 days, conversion was flat at -0.3% against the control, and neither variation reached our confidence bar.
Not significant Responsive 22 days Not called
The hypothesis
By removing extra details from each product listing, we will make products easier to compare, resulting in more confident choices and more purchases.
Each product card on the collection pages carried a lot of detail: serving size and strength, product stats, a subscription option and a promo badge, with breadcrumbs above the grid. That is a lot to read before a shopper even opens a product.
The round before, we removed only the strength details and the results leveled out. This test cleared most of the extra detail at once, and a second variation also moved mobile to a 2-column grid.
What we changed
We removed extra details from product listings and the page.
Var A removed the breadcrumbs, the All Products link, the subscription option, serving and strength details, product stats and the promo badge from the collection pages. Var B made the same cuts and switched mobile to a 2-column grid, with less padding, smaller fonts and the title stacked above the price.
- Removed breadcrumbs and the All Products link
- Removed the subscription option
- Removed serving, strength and product stats
- Removed the promo badge
- Same removals as Var A
- Mobile grid switched to 2 columns
- Less padding and smaller fonts
- Title stacked above price, left aligned
The result
Conversion was flat at -0.3%, short of our confidence bar.
Revenue per visitor rose 4.1%, but that lift did not reach our confidence bar either. Neither variation met the main goals of the test, so we paused it. Removing this much detail did not hurt conversion, and it did not help it.
What we would do next
The extra listing details were not driving purchase choices.
Shoppers bought at about the same rate with or without serving details, stats, badges and breadcrumbs on the listings. That leaves room to simplify these pages for speed or easier upkeep without expecting a conversion change. To move conversion here, we would test what draws shoppers into a product page rather than what sits on the card.