Does a product page cleanup lift conversion?
The product page carried breadcrumbs, a brand link, a duplicate price and extra padding. We removed them and changed the sale label. Conversion rose 18.0% over 28 days, short of our confidence bar.
Not significant Responsive 28 days Not called
The hypothesis
By removing clutter from the product page, we will make it easier to use and build shopper confidence, resulting in more engagement and sales.
The product page had several elements that did not help shoppers decide: breadcrumbs, a link to the brand, the price shown twice, and heavy padding that pushed content down. Products on sale carried a "Sale" label.
We ran this test alongside a similar cleanup of the homepage.
What we changed
We removed clutter from the product page and restyled the price.
The variation removed the breadcrumbs, the brand link, the duplicate price and excess padding. It replaced the "Sale" label with "Currently available" and updated the style of the price and the struck-through price.
- Breadcrumbs and brand link removed
- Duplicate price and excess padding removed
- "Sale" label changed to "Currently available"
- Price and struck-through price restyled
The result
Conversion rose 18.0% over 28 days, short of our confidence bar.
The first days of the test were noisy, so we left the first 4 days out of the results. Conversion rose week over week and finished up 18.0%, but the gap did not reach our confidence bar. Average order value rose 3.5%, and that gain held steady.
The change removed clutter without adding anything new, so we implemented it.
What we would do next
Build on the cleanup with bolder product page changes.
The cleanup trended up with no sign of harm, so it was safe to implement. The next test built on it by removing more distractions from the page, to find changes large enough to reach our confidence bar.