Inspiration – Minimal vs. Rich Content Template: Test how theme complexity impacts engagement and conversions

Overview

Goal: Test how different theme layouts (minimal vs. content-rich) influence engagement and conversions.

Build time: 6 minutes.

Expected impact: Potential uplift of 5–14% in engagement or conversions.

Hypothesis

Theme layout plays a central role in how users explore and interact with a site’s content. By comparing a minimal layout with a clean, focused structure against a rich-content theme with additional sections and visuals, we can discover which approach best supports user clarity, attention, and conversion behavior.

Assumptions

• Cognitive Load: A minimal theme may create focus around the main CTA, while a rich layout may encourage longer browsing sessions.
• Perceived Value: Extra content sections (e.g., featured collections, carousels) can help showcase more offerings upfront, enhancing brand credibility.
• Performance: A minimal theme often loads faster, improving first impressions and reducing bounce rate.
• Conversion Impact: Striking the right balance between simplicity and depth can lead to higher conversions.

Setting up the experiment in Personizely (Theme Test)

For a complete walkthrough, see the Theme Test documentation →.

Follow the steps below to set up a Theme Test and experiment with different Shopify themes on your store.

1. From your Personizely Dashboard, navigate to the Campaigns tab and click the Create Campaign button.

2. In the Create new campaign window:

• Select Theme Test.
• Name your campaign, and define a hypothesis describing what you’re testing.
• Choose the variation theme you want to compare.

The currently published Shopify theme will be used as the control by default.

• Click Create to continue.

3. On the campaign settings page, under Variations, you’ll see:

• The Original theme (control).
• The Variation using your selected theme.

You can preview both and add additional variations if needed.

4. Adjust Traffic allocation to control what percentage of visitors will see each theme.

5. In the Goals section, select one or more actions to track (for example, Purchase or Add to Cart).

You can set multiple goals and mark one as the primary goal.

Additional notes:

• The Personizely script must be installed synchronously for seamless redirects.
• Theme Tests are currently available only for Shopify users.

You’re all set. The Theme Test will help you determine whether a minimal, focused theme or a rich, content-heavy layout drives more engagement and conversions across your store.

Updated on: 10/11/2025