Case Study: Less Scrolling, More Sales 📱🛍️
🧠 Background
Mobile shopping is dominant, but browsing on small screens often leads to endless scrolling, especially when only one product is displayed per row. For our client, this layout caused inefficiencies in product discovery and potential shopper fatigue.
Our CRO team ran an A/B test to validate a simple yet powerful hypothesis: could showing more products per screen improve purchase intent and boost conversion?
💡 Hypothesis
If we show two products per row on mobile collections pages instead of one, users will be able to browse more efficiently, compare options faster, and ultimately convert at a higher rate.
This test was driven by heatmap data and heuristic UX research, aligning with best practices from Baymard Institute’s mobile UX studies.
🧪 Test Setup
- Test Duration: 19 days
- Traffic Split: 50/50 (Control vs. Variation)
- Audience: Mobile users only
- Target Pages: All collection pages
- Goals Tracked:
- Purchase Conversion Rate
- Products Viewed Rate
- Average Revenue per User (ARPU)
🔧 Design Changes
- Control: 1 product per row on mobile (standard layout)
- Variation: 2 products per row on mobile (grid layout)
- No styling changes beyond layout, UI and functionality remained consistent
📊 Results
| Metric | Control | Variation | Uplift |
|---|---|---|---|
| Purchase Conversion Rate | 1.14% | 1.19% | +4.15% |
| Products Viewed | 82,221 | 81,393 | ▼0.87% |
| Revenue per User (ARPU) | $1.63 | $1.79 | +9.81% |
✅ Conclusion: The variation had an 85% probability of outperforming the control on conversion rate, considered statistically conclusive.
🔍 Insights
🏃♀️ Faster Product Discovery
By doubling the number of items shown at once, users could scan and compare products more efficiently. Less scrolling meant a smoother, more engaging browsing experience.
📉 Fewer Products Viewed
While there was a slight decrease in products viewed, this didn’t hurt conversions. In fact, it streamlined the decision-making process, leading to faster paths to purchase.
💰 Higher Revenue per User
The increase in ARPU suggests users may have discovered higher-value products or complementary items that would have required more effort to find in the old layout.
“Sometimes less is more, showing more at once helped users do less, better.”
🔗 Related Reading
- CXL: Mobile Ecommerce Design: How to Earn More Conversions
- NNG: Infinite Scrolling: When to Use It, When to Avoid It
✅ Recommendations
- Roll out the two-product-per-row layout sitewide for all mobile users.
- Test this layout across other devices or in alternate contexts ( related products, upsell sections).
- Optimize product recommendation logic to surface high-margin or best-seller SKUs earlier in the grid, now that more items are shown per screen.
⭐ Conclusion
This test proves that layout changes can drive real impact. By simply adjusting how products were displayed, we improved the customer experience, reduced friction, and lifted both conversions and revenue.
Key Takeaway: Design for how users browse, not just what they browse.
📣 Let’s Talk CRO
Want to uncover revenue hidden in your site layout? Our CRO team specializes in mobile UX, product discovery flows, and A/B testing that actually moves the needle.
👉 Contact us today and let’s turn scrolls into sales.