Win Report: Less clutter, 17% more transactions

Published: July 2025

Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win.

From the moment a new client signs with us, we sprint toward their first win, identifying the quickest, highest-impact opportunities to drive results. As an example, in this Win Report, we’ll show you how our very first test for one client increased their conversions by 17%.

The original and variation versions of this test.

The client supplies sustainably harvested countertops for high-end kitchens.

Research: Your parents were probably right

If your parents ever insisted that a tidy bedroom would help you concentrate, they were probably (if annoyingly) right. Most people struggle to focus when their surroundings are cluttered.

A messy kid’s bedroom. — Some teenagers fly right past untidy and move directly to post-apocalyptic.

Like people, websites tend to accrue clutter as they age. More pages. More menus. More content. Although our user testers rated this client’s website highly for design, some of the feedback implied that clutter was an issue on the product pages. For example:

“Not sure I would recommend them as I wasn’t personally convinced by the images. No option that I could see to order a sample so it’s a big gamble!”

This participant wasn’t alone in wanting a sample. Most of them felt that getting to see and feel the material was an essential step before they would proceed with a purchase.

And yet, there was an “Order a sample” link on the product page. Can you find it?

The original page (or control)

Here’s the original product page:

The original screen. — The Control: The “Order a sample” link is on the right, level with the bottom of the images.

Although the “order a sample” link is hard to find, there’s also a general sense of clutter that makes it harder than it should be for the visitor to focus on the next stage of the process. In fact … what is the next stage? Postcode check? Seeing sizes and prices? Visualizing or customizing a worktop?

We hypothesized that decluttering and refocusing the product page would increase conversions.

The tested page (or variation)

Based on our hypothesis, we made several changes to the page:

The contender screen. — The Variation: A simplified and refocused process.

The changes included:

Simplified the visual hierarchy, making it easy for visitors to see key actions.
Promoted the “Order a sample” link to be the only other button.
Moved the Trustpilot rating right beneath the key conversion buttons.
Removed two secondary CTAs that weren’t moving users through the process.
Added an “In stock” notification to address a potential objection from visitors who needed fast delivery.
Moved Delivery Checker and Free Services down to reduce clutter above.

Result: 17% more transactions

To ensure we captured the true value of the test, we set our software to track multiple conversions per person. That’s because many users will order a sample before placing a “real” order, with the buying cycle often lasting a month or more.

During the test, we observed a 17% increase in transactions and a 9% increase on revenue per visitor (RPV). The disparity is due to the increase in (you guessed it) sample sales, which are both low-value and an important step to a “full” conversion.

As we have seen in other Win Reports, decluttering helps us refocus on the elements that move visitors to action. That’s why our early tests for new clients often start with a fresh look at their key pages. We ask a simple question: What truly deserves to be there?

What next?

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of the client’s business and then to other clients.

If you want us to grow your profits—quickly and efficiently—check if you qualify for a free one-on-one strategy session with one of our CRO consultants.

We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.

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