Redesigned Product Page Enhances Visuals and User Engagement
A PDP redesign boosted engagement (CTR +21.6%, bounce -23.5%) but conversion fell -16.3%, indicating the new layout disrupted the purchase path.
Metric
Conversion rate
Lift change
-16.3%
Control
Variation
IF we redesign the product page with enhanced visuals and improved information layout, THEN conversion rate will increase, BECAUSE users will better understand the product and feel more confident purchasing.
The product page visual layout was redesigned with enhanced product information presentation. Key action buttons were updated for better visibility and more intuitive placement.
Detailed breakdown
Conversion Rate
-16.3%
Add-to-Cart Rate
-9.9%
Bounce Rate
-23.5%
Click-Through Rate
+21.6%
Average Order Value
+6.8%
The PDP redesign dramatically increased browsing engagement—CTR rose +21.6% and bounce rate dropped -23.5%—but conversion rate fell -16.3% and add-to-cart rate declined -9.9%. Users were more interested and explored more, but the redesign introduced friction in the path to purchase. Enhanced product information may have overwhelmed rather than reassured users at the decision point. The +6.8% AOV lift among those who did purchase suggests higher-value buyers weren't deterred, but the overall conversion loss outweighed the engagement gains.
