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Hey all,
Every shopper needs to answer three questions before buying:
What does this cost?
Does it meet my needs?
Can I trust it?
Across four brands, we changed the site’s layout to make those answers easier to find. That meant simplifying price filters, prioritizing the attributes shoppers cared about, and removing proof that distracted rather than persuaded.
Every test increased conversion rate. The strongest produced a 14.6% lift.
Here’s specifically what we changed.
In less than 2 minutes, learn:
Make your storefront holiday-ready.
Learn the changes that help holiday shoppers buy faster, convert more often, and spend more.
🎯 WEEKLY INSIGHT
When you prioritize how people decide - not just how they browse - conversions go up.
Most sites are built around how people browse.
But conversions happen when you design for how people decide.
Browsing is casual: scrolling, clicking around, taking it all in.
Deciding is active. It’s when a shopper asks:
What does this cost?
Does it do what I need?
Can I trust this brand?
Your layout should make those answers immediate.
Here’s how four brands did it:
1) Home goods brand replaced a vague slider with clear checkboxes.
Result: +14.6% conversion lift
The price slider was clunky and unclear.
We swapped it for simple boxes that make it easier to filter price by budget. For a kitchen brand with a wide range of price points and customers, ease is everything.
2) Craft brand reordered filters to prioritize their top features.
Result: +11.3% conversion boost
Color and collection were the major decision points, but somehow buried in the filter stack.
We reordered them to make product discovery feel intuitive and so much faster for their older audience.
3) Luxury men’s apparel brand removed credibility badges that cluttered the collection page.
Result: +10% conversion increase
Award badges on the images looked impressive, but overwhelmed the product.
We cleared them to help discerning shoppers focus on the clothes.
4) Wellness brand prioritized their 3 most influential icons.
Result: +9.5% conversion win
All benefits aren’t equal.
We highlighted the top 3 for their audience: “USDA Organic,” “Clinically Studied,” “Vegan” and moved the rest down the page.
This focus helped their health-conscious customer (age 27-45) instantly see value to act fast.
⭐ Takeaway: If your layout doesn’t reflect how your customer makes purchase decisions, it’s slowing them down. Prioritize price, features, filters, and credibility.
Remove anything that doesn’t help them choose.
Try it out!
📹 QUICK TAKE
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| THE COMMERCE LAB: RETENTION |
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👀 FROM LAST WEEK
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🤝 WORK WITH OUR TEAM
How can we help you?Choose the next step that best fits what your team needs.
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Until next time,
— Allen