Hypothesis

What the Data Told Us

As best practice, it’s important to display key value propositions, like free shipping, and brand standouts like ‘ethically sourced beans’ for this specific client, on the homepage to help quickly communicated what sets the brand apart for new visitors. When analysing the client’s homepage during our CRO Audit, we noted that none of these were present.

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Stone Creek Coffee Highlighting Key Value Propositions On The Homepage Before
Stone Creek Coffee Highlighting Key Value Propositions On The Homepage Before

A/B/C Test

What We Did: Variant 1

We recommended testing different layouts and formats to ensure these messages were both prominent and easy to digest. For Variant 1, we added a banner with the following copy: "Same Day Shopping, Order by 1pm," "Proudly a Certified B Corporation," "Happiness Guaranteed," "94% 5-star reviews"

Stone Creek Coffee Highlighting Key Value Propositions On The Homepage Variant 1
Stone Creek Coffee Highlighting Key Value Propositions On The Homepage Variant 1

A/B/C Test

What We Did: Variant 2

Variant 2 tested the copy language to determine what would work best, displaying the following copy: "Batch Roasted to Order," "Freshness Unlocked," "Roast Date Printed Always," "Same Day Shipping. Order by 1pm," "Engineered for Freshness — Best Between Days 3-14."

Stone Creek Coffee Highlighting Key Value Propositions On The Homepage Variant 2
Stone Creek Coffee Highlighting Key Value Propositions On The Homepage Variant 2

The Results

Variant 1 displayed a -4% in Conversion Rate and Revenue per Visitor along with -19% in Subscription Revenue per Visitor, which was likely due to copy language used which was more corporate-based. Variant 2, however, displayed +3% in Conversion Rate, +5% in Revenue per Visitor, +18% in Subscription Revenue per Visitor, and an estimated 31 additional monthly orders.

  • 3%

    Increase in Conversion Rate

  • 5%

    Increase in Revenue per Visitor

  • 18%

    Increase in Subscription Revenue per Visitor
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