Test archive / Collection page
Does a full width product card lift mobile collection page sales?
Our mobile collection page showed products in a multi-product grid. We tested a single column with wide product cards. Conversion rose 0.5% over 16 days, which did not reach our confidence bar.
Not significant Mobile 16 days Not called
The hypothesis
By showing 1 product at a time in a full width card on mobile, we will raise engagement with each product, resulting in more clicks through to products and more orders.
On a small screen, a grid shows several small products at once. A single column gives each product more room for its image, price and button, which can make it easier to judge and tap.
We tested the layout on the mobile collection page to see if the extra space led to more purchases.
What we changed
We showed 1 product per row in wide cards on the mobile collection page.
The control showed products in a grid with more than 1 per row. The variation showed a single column, with 1 wide product card per row. Product details stayed the same. We left out the all products page, since a single column would make it far longer, and 1 product category.
- Products shown 1 per row
- Each product card widened to fill the row
- All products page left out of the test
The result
Mobile conversion rose 0.5% in 16 days, short of our confidence bar.
Conversion was 0.5% higher than the control over 16 days, and revenue per visitor was 4.4% higher. We let the test run an extra week before calling it.
The lift never reached our confidence bar, so we paused the test. The layout did not cause a drop either.
What we would do next
Treat the single column as a design choice, not a sales lever.
Shoppers bought at about the same rate in both layouts. That is not enough to call a lift. If the single column is preferred for design or usability reasons, it can be implemented as a do no harm change, since it showed no sign of hurting sales.