A/B/C/D Test
What the Data Told Us
When conducting a heatmap analysis for this client using Microsoft Clarity, we noted that only 30% of users scrolled to the USP section on the homepage. USPs are excellent at increasing brand trust, whether consciously or subconsciously, and the visibility of this element is crucial when customers make purchasing decisions.
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Hypothesis
What We Wanted to Achieve
We aimed to increase the visibility of our client’s key USP section on the homepage, knowing it’s a crucial trust builder for new customers. Our hypothesis: surfacing USPs earlier or more prominently would drive more users to notice them and, in turn, increase conversion rates.
Variant Structures
How Each Layout Was Set Up
To test the impact of USP visibility, we created three variations to challenge the original homepage layout. Original: Title, Description, then USP section. Variant 1: USP section first, then Title and Description. Variant 2: Title, then USP section, then Description. Variant 3: USP section only, with Title and Description removed
Why Multiple Variants
Our Rationale for Each Approach
Each variant was designed to test a different theory about how users interact with homepage content: Variant 1 checked if leading with the USP section would capture more attention up front. Variant 2 kept the traditional Title first but prioritised the USP section above the fold. Variant 3 pushed the limits by removing all other content except the USP section, to see if less really is more.
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