Enhanced PDP layout
Discover how a redesigned desktop product page negatively affected user engagement and conversion rates, despite aiming for clearer layouts.
Metric
Conversion rate
Lift change
-6.0%
Control
Variation
If we increase the PDP width and organize key purchase elements in a clear, structured layout around the CTA, then the conversion rate will increase because shoppers will have less friction finding and understanding how to complete their purchase.
What We Changed
- Increased PDP container width.
- Grouped and vertically aligned right-hand section elements.
- Positioned the entire right-hand section above the fold.
- Balanced visual spacing between product image and right section.
Detailed breakdown
Average Order Value
-9.3%
Conversion Rate
-6.0%
Revenue
-21.23%
Key Learnings
- Increasing page width did not improve user engagement as expected.
- Users may have experienced decision fatigue due to changes in layout.
- The clear layout did not translate into higher conversion rates.
- Balance between image and text elements may need reevaluation.
