Does removing collection page sorting and results count lift sales?

Our collection page opened with breadcrumbs, a sort menu and a results count above the products. We tested a cleaner layout with sorting and the count removed. Over 14 days, conversion rose 6.5% and revenue per visitor rose 3.5%.

Won Responsive 14 days Called at 90%

SURFACE

Collection page

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By reorganizing the collection page around what shoppers need, we will help them discover products faster, resulting in more purchases.

The top of the collection page held breadcrumbs, a sort menu and a results count. These pushed the products down and added choices before shoppers saw a single product. An earlier test on this page had found a stronger product card layout, which this round kept.

What we changed

Sorting and results count removed, breadcrumbs moved, spacing tightened

Var A moved the breadcrumbs, removed the sort menu and the results count, adjusted the buttons, and tightened the margins and padding. It kept the product card layout from an earlier winning test.

VAR A: ORGANIZATION + CLEANUP

Breadcrumbs moved
Sort menu and results count removed
Buttons adjusted
Margins and padding tightened

The result

The cleaner collection page lifted conversion 6.5%

CONVERSION RATE

+6.5%

REVENUE PER VISITOR

+3.5%

Over 14 days, the cleaner layout converted 6.5% better than the original, a gain that cleared our confidence bar. Revenue per visitor rose 3.5%, which did not. The lift came mainly from mobile shoppers, so we paused the desktop version and implemented the change on mobile.

What we took from it

Mobile shoppers wanted products, not sorting tools, first

On a phone, the sort menu and results count took up space at the top of the screen before any products showed. Removing them brought products into view sooner. On desktop, where there is more room, the change made less difference.