Test summary · CAR-014
Redesigned product listing page
Carlson Labs · Sep 28 – Oct 12, 2026 · 15 days
Absolute Web
CRO program
Prepared Oct 12, 2026
CRO program
Prepared Oct 12, 2026
+4.8%
Conversion rate went up on all devices — 96% confident it's a real effect.
Hypothesis
A cleaner product listing page with clearer buttons and a more compact layout, so shoppers can compare more products with less scrolling.
What changed
Before
Current listing page: large product cards, one column on mobile, small "Add to cart" button.After
Compact cards, two columns on mobile, larger and clearer "Add to cart" buttons.Results by device
| Device | Conversion rate | Change | Confidence | |
|---|---|---|---|---|
| All devices | 4.20% → 4.40% | +4.8% | 96% | |
| Mobile | 3.89% → 4.15% | +6.6% | 95% | |
| Desktop | 4.70% → 4.81% | +2.2% | 71% · not conclusive |
Revenue per visitor +5.2% · first subscriptions +8.9% — no trade-off. Based on 42,780 sessions.
Decision
Rolled out to all devices on Oct 13.
What we learned
A denser, clearer listing page helps most on mobile, where scrolling is the biggest cost. Desktop moved the same way but less — the old layout already worked better there.
Kyle · Absolute Web · kyle@absoluteweb.comConfidence = probability the change beats the original page.