Insight

Key Reassurance Appeared Too Late

Our CRO audit found that key value propositions appeared close to the footer, where many homepage visitors were unlikely to see them. This mattered because new visitors accounted for 77.6% of sessions and needed early reassurance about delivery, returns, product quality and order fulfilment. The Premium Travel Equipment Brand also wanted to improve conversion and average order value while guiding more shoppers towards higher-value bags and product ecosystems. Keeping reassurance low on the page meant the homepage was not supporting those goals at an important decision point. We recommended testing a compact treatment higher in the journey, where it could build confidence without delaying access to product and category content, particularly on mobile.

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A/B Test

Earlier Homepage Value Proposition Strip

We hypothesised that showing concise value propositions earlier would increase purchase confidence and help more homepage visitors continue into collections and complete an order. We ran an A/B test in Intelligems across desktop and mobile. The control retained the existing lower-page treatment. The variant introduced a compact, icon-supported strip below the homepage banner, covering the brand guarantee, returns, fast order processing and the free-shipping threshold. We kept the section small enough to preserve access to priority content and made the copy and icons editable through Shopify Admin.

The Results

The variant increased conversion rate by 5.82%, revenue per visitor by 7.76% and average order value by 1.83%. Collection-page visits rose 4.79% and add-to-cart rate increased 1.95%, while product-page visits were unchanged. New visitors produced the clearest commercial response, with conversion up 7% and revenue per visitor up 11%. Returning visitors moved further down the funnel, including a 5% increase in product-page views and 12% growth in add-to-cart rate. Desktop conversion rose 10% and revenue per visitor 11%; mobile collection-page views improved 8%. Our interpretation is that earlier reassurance helped visitors progress with greater confidence, especially those unfamiliar with the brand, although the experiment does not prove that mechanism. Statistical confidence and sample size were not included in the written results, so these movements should be treated as directional. We recommended the variant for permanent rollout. The winning recommendation is client-approved for rollout; completed deployment has not been separately confirmed.

  • 7.76%

    increase in revenue per visitor

  • 5.82%

    increase in conversion rate

  • 1.83%

    increase in average order value
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