Collection pages redesign with improved visuals and navigation boosts desktop revenue and engagement
A collection page redesign with improved visuals led to inconclusive CVR (-2.4%) but strong revenue (+17.55%) and AOV (+24.0%) gains.
Metric
CVR
Lift change
-2.36% (CVR)
Control
Variation
IF we redesign collection pages with clearer layout and improved navigation, THEN product click-through rate and conversion rate from collection pages will increase, BECAUSE users will find products faster and experience less friction while browsing.
The collection page visuals were improved with a redesigned product grid layout. Landing-page style elements were added to provide more product and category information directly on the collection pages.
Detailed breakdown
Conversion Rate
-2.4%
Add-to-Cart Rate
N/A
Bounce Rate
N/A
The collection page redesign produced mixed results—conversion rate dipped -2.4% (within inconclusive range) while revenue surged +17.55% and AOV jumped +24.0%. The enriched page design with landing-page elements likely encouraged users to purchase higher-value items or larger orders, even if slightly fewer visitors converted. The trade-off between conversion volume and order value worked in favor of revenue, making this a net positive outcome despite the flat CVR.
