Insight

No Products Visible on the Homepage

Tricky navigation from the homepage. It’s a common problem, and one we found with our client BBQ Land: we analysed session recordings and data during our CRO analysis, and found many users were having difficulty finding products because they had to go through categories or search. No products were shown directly on the homepage, which can introduce friction, especially for new visitors unfamiliar with the product range. In short, there was no shop window. We hypothesised that highlighting best-selling products directly on the homepage would improve conversions by helping users quickly identify popular and trusted items. By surfacing socially validated products earlier in the journey, we expected to reduce decision-making friction and increase both engagement and conversion rates.

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Bbq Land Highlighting Best Sellers On The Homepage Before
Bbq Land Highlighting Best Sellers On The Homepage Before

A/B Test

Best Sellers Module on the Homepage

To test this hypothesis, we placed a Best Sellers module on the homepage, showcasing top-performing products to users immediately on arrival. The goal was to simplify product discovery and encourage faster progression through the funnel.

Bbq Land Highlighting Best Sellers On The Homepage After
Bbq Land Highlighting Best Sellers On The Homepage After

The Results

The variant delivered strong improvements across key CRO performance metrics. Conversion rate increased by 15.86%, revenue per visitor rose by 14.09%, and add to cart rate increased significantly by 21.18%. Product discovery also improved, with view product page rate increasing by 3.16%.

Device-level analysis showed particularly strong performance on desktop, where conversion rate increased by 28%, revenue per visitor by 23%, and add to cart rate by 44%. This wasn’t a big surprise - the module likely benefited from greater visibility and space in the desktop layout. But the approach was effective across devices; mobile also showed consistent positive uplifts across key metrics.

Average order value remained relatively stable overall, with a slight decrease of 1.53%. This is actually a common pattern when product discovery improves, as users can find and buy the products they want more quickly without browsing additional items.

Overall conclusion: the results indicate that showcasing best-selling products reduces decision friction and increases purchase confidence.

  • 15.86%

    Increase in conversion rate

  • 14.09%

    Increase in revenue per visitor

  • 21.18%

    Increase in add to cart rate
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