Insight

Homepage Visual Hierarchy Needed Sharper Focus

Azuna’s homepage needed to explain a natural odor-elimination promise quickly, especially with mobile-heavy traffic identified in Blend’s wider CRO work for the brand. The control gave shoppers a strong claim, product context and clear CTAs, but the first impression relied on a narrower, more segmented layout. For a fragrance and freshness product, imagery carries commercial weight: it shows product format, use case and perceived freshness before users decide where to click. During Blend’s CRO audit and implementation work, we look for these moments where clarity, trust and visual hierarchy shape intent. The opportunity was to give the homepage message and product imagery more space, while preserving direct routes to shopping and subscription consideration.

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Azuna Dtb Full Width Homepage Imagery Increases Conversion For Azuna Before
Azuna Mb Full Width Homepage Imagery Increases Conversion For Azuna Before

A/B/C Test

Full-Width Homepage Imagery and Subscription CTA

We ran an A/B/C test against the original homepage. Variant 1 replaced the original hero flow with full-width homepage imagery and a simplified layout. The hypothesis was that a stronger visual presentation would make the value proposition easier to understand, lifting conversion, revenue per visitor and profit per visitor across devices. The test also measured subscription behaviour so the team could see whether clearer homepage routing supported recurring revenue as well as one-time purchase intent.

Azuna Dt1 Full Width Homepage Imagery Increases Conversion For Azuna Variant 1
Azuna M1 Full Width Homepage Imagery Increases Conversion For Azuna Variant 1

A/B/C Test

Variant 2

Variant 2 kept the control structure but changed the secondary CTA to Subscribe and Save, sending users to Azuna’s subscription page. This separated the impact of stronger visual hierarchy from the impact of a more explicit subscription route.

Azuna Dt2 Full Width Homepage Imagery Increases Conversion For Azuna Variant 2
Azuna M2 Full Width Homepage Imagery Increases Conversion For Azuna Variant 2

The Results

Variant 1 was the clearest rollout candidate. It improved eCommerce conversion rate by 2%, revenue per visitor by 1% and profit per visitor by 1%, with gains holding across mobile and desktop. Variant 2 underperformed overall, which suggests the win came from the fuller-width visual treatment rather than simply adding a Subscribe and Save CTA. The subscription decline needs context. In Variant 1 and Variant 2, the Subscribe and Save CTA pointed to the subscription page, while the original Learn More route took shoppers to Fight the Funk. During the test, a Memorial Day promotion made one-time purchases more attractive than subscribing, which likely pulled users away from recurring orders. Blend’s recommendation was to publish Variant 1 across devices, but route Subscribe and Save back to Fight the Funk, where subscription benefits were already being explained more effectively.

  • 2%

    increase in eCommerce conversion rate

  • 1%

    increase in revenue per visitor

  • 1%

    increase in profit per visitor
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