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.

The Results

After two weeks, the test results demonstrated that Variant 1 consistently outperformed other variants across mobile and desktop platforms, showcasing significant increases in key metrics such as 225% increase in Conversion Rate and 66% increase in Average Purchase Revenue per User overall. This variant also drove higher engagement with an 88% increase in Average Products per Visitor and a 56% uplift in clicks on the Add to Cart. While Variant 2 showed competitive results in revenue performance for desktop users (an increase of 251%), its overall impact was less robust than Variant 1. Variant 3 underperformed in several critical areas, with revenue and PDP visit declining, making it less favourable for implementation.

Variant 1 demonstrated the best performance across almost all desktop, mobile, and overall metrics. 

We implemented Variant 1 permanently.

  • 225%

    Increase in Conversion Rate

  • 66%

    Increase in Average Purchase Revenue per User

  • 88%

    Increase in Average Products Purchased per Visitor
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