Test archive / Collection page
Do 5 products per row lift desktop collection page conversion?
The desktop collection page opened with a tall hero image and 4 products per row. We shortened the hero, tightened the toolbar and showed 5 products per row. Conversion fell 6.3% and revenue per visitor 10.7% over 14 days.
Lost Desktop 14 days Called at 90% Reviewed
The hypothesis
By showing more products on the first view of the page, we will help shoppers find the product they want, resulting in more purchases.
On desktop, the hero image and toolbar took up much of the first screen. Shoppers had to scroll before they saw many products.
We expected that showing more products up front would help shoppers spot what they came for sooner.
What we changed
We shortened the hero and showed 5 products per row on desktop.
The variation reduced the hero image height, cut the toolbar margins and switched the grid to 5 products wide. Together these showed 25% more products on the first view. The mobile test at the same time removed the hero image.
- Hero image height reduced
- Toolbar margins reduced
- Grid switched to 5 products wide
- 25% more products on first view
The result
Conversion fell 6.3% and revenue per visitor 10.7% over 14 days.
Every measure we tracked fell. Conversion dropped 6.3% and revenue per visitor 10.7% over 14 days, and we paused the test.
On mobile, removing the hero image showed positive movement over the same period.
What we took from it
A denser grid made each flower harder to judge on desktop.
Shoppers here are choosing flowers by look. Squeezing 5 products into a row made each image smaller and the page busier. Our next desktop test went the other way: no hero image and 3 larger products per row, with less to distract.