Homepage product cards with swatches improve engagement and conversions
Desktop interface optimization for homepage product cards showed inconclusive primary results (-0.6% CR) but strong secondary metrics including +23.4% orders.
Metric
Conversion rate
Lift change
-0.6%
Control
Variation
IF we optimize the desktop interface, THEN click-through rates will rise, BECAUSE users will find navigation more intuitive.
Desktop navigation was streamlined with enhanced visual call-to-action elements. The interface was decluttered to create a cleaner browsing experience focused on product discovery.
Detailed breakdown
Click-Through Rate
+6.0%
Orders
+23.4%
Conversion Rate
+13.3%
Bounce Rate
-11.8%
The desktop optimization delivered strong results across all metrics—CTR rose +6.0%, orders jumped +23.4%, conversion rate lifted +13.3%, and bounce rate dropped -11.8%. However, the primary metric (conversion rate) showed only a -0.6% change, placing this in inconclusive territory. The secondary metrics paint a very positive picture on desktop, suggesting the changes were directionally correct but may need more traffic or time to reach statistical significance on the primary goal.
