"We seem to just keep adding elements to the product page."

"We seem to just keep adding elements to the product page. Can I have some advice on best practice or potential AB tests to run?"

I was at Retail Fest and camped out in my favourite area "Live site reviews". It's where brand owners or employees put their hand up, intro their biz and hand over the URL. The panel fire out some live advice based on their experience... like a t-shirt gun at a gig.

It's fun for me as I am a CRO dork. Hearing the advice from an SEO specialist, Digital generalist and consultants etc on websites live and under pressure is way better than Netflix for me, it's like a quiz show, trying to get the answers first (don't shout out Beeson).

Someone from Rebel Sport raised their hand and had that specific question above. There was some good advice from the panel but no-one thought of a "reductionist" AB test.

This is where the focus is on simplifying or reducing the complexity of a webpage by removing one element at a time and testing it, it aims to eliminate distractions or unnecessary elements that might be stopping users driving towards the desired action (told you I was a dork).

Instead of cramming more onto the page, more icons, more calcs, more trust, more USPs, more proof... what happens if you start taking things away?

Strip it back. One element at a time.

If removing something doesn’t hurt journey progression (or improves it), then you’ve got to ask... why was it there in the first place?

Less stuff reduces choice overload, decision paralysis, simplifies eye tracking, focuses (and bonus... improves page speed)

Sometimes CRO isn't about adding or changing. It's about subtracting.

Decluttering isn’t just for wardrobes. It works on websites too.

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