Multiple: Category Page Overhaul and Product Page Redesign for Online Watch Retailer
Hypothesis
Swiss Outpost's category pages are failing to funnel visitors to products efficiently. A complete category page redesign focused on product discovery, combined with product page improvements that communicate emotional benefits alongside specifications, will dramatically improve the path to purchase.
Test Results
Key Learning
Context: Users on the multiple need validation from others before committing — without visible proof of success, they hesitate.
What was tested: Category pages that funnel users to products (filtering, sorting, visual hierarchy) are often the biggest conversion bottleneck on catalog-style sites. Watch and knife purchases are emotionally driven despite being functionally spec-heavy — product pages need to balance both. A 273% category page lift reflects how severely underoptimized many ecommerce category pages are when inherited from template builds. 9-month programs allow compounding test results
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested multiple: category page overhaul and product page redesign for online watch retailer but produced no statistically significant change. The test was run on a landing page page in the e-commerce industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
Swiss Outpost (Swiss Army ecommerce) had fluctuating conversion rates for years with no experimentation baseline. Invesp conducted a full expert review, redesigned category pages to improve product funneling, and redesigned product pages to communicate both features and emotional benefits of watch/knife purchases. Nine months into the engagement, sales were up 50% and category page conversions increased 273%.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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