Does a simpler look builder page lift bundle conversion?

Our look builder pages, which sell a full flower look as a bundle, used many images, colors and boxed sections. We tested a simpler layout. Over 34 days, conversion moved 4.3% lower, short of our confidence bar.

Not significant Responsive 34 days Not called

SURFACE

Article page

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By reducing visual noise on the look builder page, we will help shoppers focus on the bundle, resulting in more bundle purchases.

The page showed many images and color swatches, with borders and a colored background around each section. That much detail can make it hard to see what is in the bundle and where to buy.

What we changed

Fewer images and colors, lighter styling, and the button moved up

We limited the page to 10 images and 5 colors, removed the borders around the theme and color options, and swapped the colored background for thin line separators. Tighter spacing in the flower list moved the date picker and button up.

VAR A: REDUCE NOISE

Images limited to 10
Colors limited to 5
Borders and colored background removed
Tighter flower list moves the button up

The result

The simpler page moved conversion 4.3% lower

CONVERSION RATE

-4.3%

REVENUE PER VISITOR

-17.1%

Over 34 days, the simpler page converted 4.3% worse than the original, and revenue per visitor was 17.1% lower. Neither gap reached our confidence bar. Conversion looked better early on, then leveled out as more traffic came in, so we paused the test.

What we would do next

Keep the color blocks and test other ways to cut clutter

The colored sections in the original may help shoppers scan and tell apart each item in the bundle. Removing them gave a cleaner look, but may have made the list harder to read. We would keep the color blocks and test fewer images on their own.