Does a single column layout lift mobile collection page sales?

On mobile, the collection page showed products in a grid with several per row. We tested a single column layout with 1 large product per row. Conversion rate rose 3.8% over 16 days, but the lift stayed just under our confidence bar.

Do No Harm Mobile 16 days Called at 90% Reviewed

SURFACE

Collection page

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By showing 1 product at a time on mobile, we will make each product easier to see and tap, resulting in more clicks and a higher conversion rate.

What we changed

We switched the mobile product grid to 1 product per row.

In the variation, each product card stretched to 90% of the screen width, so shoppers saw 1 product per row instead of a grid. The add to cart button widened to match the card. The rest of the page stayed the same.

Var A: Single column wireframe — VAR A: SINGLE COLUMN

Product cards at 90% of screen width
1 product per row instead of a grid
Wider add to cart button on each card

The result

Mobile conversion rate rose 3.8% with a single column layout.

CONVERSION RATE

+3.8%

REVENUE PER VISITOR

+4.4%

Over 16 days on mobile, conversion rate rose 3.8% and revenue per visitor rose 4.4%. The variation led the control steadily from its first week, but the lift stayed just under our 90% confidence bar. Given the steady trend and the amount of traffic, we recommended implementing the single column layout.

What we would do next

Bigger product cards held a small, steady edge on mobile.

Larger cards gave each product more room for its image and button on a small screen. The edge was steady but small, so we would measure it again after implementation to confirm the lift holds.