Redesigned square product cards boost mobile engagement despite mixed performance metrics
Simplified product cards on collection pages reduced CVR by -5.64% and orders by -6.5% despite a cleaner layout and slight AOV improvement.
Metric
CVR
Lift change
-5.64% (CVR)
Control
Variation
IF we simplify product cards with a cleaner layout and better use of space, THEN engagement and conversions will improve, BECAUSE reduced visual clutter helps users focus on products and make faster purchase decisions.
Visual clutter on product cards was reduced with a cleaner layout. Space was designed for new badges and pricing details. A scroll indicator was added for color options, and a single-column layout was adopted for mobile.
Detailed breakdown
Conversion Rate
-5.6%
Average Order Value
+2.6%
Orders
-6.5%
Revenue
-3.44%
The redesigned product cards produced a -5.64% CVR drop and -6.5% decline in orders, while AOV rose slightly (+2.6%). The cleaner layout may have showcased products more effectively for committed buyers, but the simplified cards likely removed visual cues or information that helped casual browsers convert. The single-column mobile layout and scroll indicators changed browsing patterns without improving purchase outcomes, resulting in a net revenue decline of -3.44%.
