Increasing the conversion rate by optimizing the store layout
Result:
+18,34% Transactions
E-commerce
United States
+18,34% Transactions
+26.94% Checkouts
+14.87% Total revenue
+27,52% First-time purchasers
Table of contents
About TheraSpecs
TheraSpecs® offers the most comprehensive catalog of specialty eyewear for light sensitivity protection. With 14 different lens types and over 60 frame options, TheraSpecs® are customized to meet the needs of each individual. The glasses protect against strong light sources such as screens, fluorescent tubes, LEDs, flickering light, sunlight and more. Orders can be placed online at theraspecs.com.
Initial situation
The original page layout was based on a flex-based structure that adapted to the content size, but had inconsistent spacing and alignment across different screen sizes. Additionally, it lacked visual cues that clearly signaled how customers could proceed to the next step in the buying process.
The main goal of this test was to improve the conversion potential of the core page by:
the visual layout has been optimized and
visual cues have been added to make the next steps in the purchasing process clearer.
Variants
Hypothesis
If the layout of the lens options on the store page will be improved with a clearer structure and visual references to the respective use of the lenses,
then it is more likely that customers will complete a purchase,
because the additional clarity increases confidence, supports a more informed lens selection and clearly indicates the next step in the buying process.
Original
Variant
+26.94% Checkouts
+14.87% Total revenue
+27,52% First-time purchasers
Changes:
Original: The original layout has inconsistent spacing and does not provide clear visual cues for the purchase process.
Variant: The variant uses a grid-based layout with consistent alignment, improved visual hierarchy and a stronger focus on conversion-relevant elements.
Test results
The test duration was 18 days, during which over 4,300 visitors took part in the test. The statistical significance was 89.8 %, no segmentation was applied.
Transactions: +18.34 %
Checkouts: +26.94 %
First-time buyer: +27.52 %
Total sales: +14.87 %
The hypothesis was confirmed by the results. The improved formatting of the central content as well as additional icon elements for better purchase preparation led to a higher conversion rate and improved key figures.
Conclusion
The test results confirm that the introduction of a grid-based layout with consistent alignment significantly improved the visual hierarchy and scannability of the site. A clearer delineation of product cards and a stronger emphasis on key conversion elements, such as more prominent call-to-action buttons, helped to guide users through the purchase process in a more targeted way. The additional iconography also increased clarity and confidence when selecting the right type of glass.
The successful variant was immediately rolled out on the /shop/ site for all users in order to take full advantage of the optimized design.
Implementation with Varify
Varify proved to be a very easy way to implement the experiment and an affordable A/B testing solution for a small business.
Varify was a simple and flexible A/B testing solution for our team, especially from an implementation perspective. The platform makes it easy to launch and manage experiments without much technical effort - ideal for smaller teams who want to manage their own testing. The pricing is accessible compared to many enterprise tools, and we've seen continuous meaningful improvements and feature updates throughout its lifetime.
Marketing Director
Marketing Director