Insight

Key Product Routes Were Easy to Miss

Wilson's Pet Food's homepage was the largest listed entry point in Blend's CRO audit, accounting for 28% of store sessions. Heatmaps showed that the navigation category menu was one of the homepage's most-used areas, while only 12% of visitors reached Professional Advice and 6% reached User Reviews lower down the page. The evidence pointed to a visibility issue: important product-discovery routes were attracting interest, but useful sections and subcategories were easy to miss without scrolling. As part of our CRO audit approach, we recommended bringing subcategories above the fold so shoppers could reach relevant product ranges sooner. The homepage needed to act as a guided shop window, with clearer routes into high-intent collection journeys.

Jump to results

A/B/C Test

Homepage Subcategory Widgets

We ran an A/B/C test on the homepage. The control kept the original layout. Variant A added a horizontally scrollable, story-style module labelled “Most popular with pet parents”, with image-led links to subcategories including Fresh Dog Food, Cold Pressed Dog Food and treats. We hypothesised that making these routes visible near the top of the page would improve product discovery and lift downstream shopping behaviour.

Variant B placed pill-shaped text links in the same position, testing whether a more compact subcategory treatment could improve access without taking as much space above the fold.

The Results

Both variants improved key commercial and product-discovery metrics, but the pill treatment produced the strongest revenue result. Against the control, Variant B increased revenue per visitor by 22.86%, conversion rate by 13.54% and add-to-cart rate by 10.05%. The pattern suggests the compact links helped shoppers reach relevant products without adding a large visual module to the first screen.

The result remains directional: Variant B had an 83.1% probability of beating the control for conversion rate, below a conventional 95% confidence threshold, and the test was paused after 5,342 visitors. Subscription revenue per visitor also fell by 15.73%, concentrated among mobile and new visitors. Those shoppers may have been using the clearer routes to explore products before committing to a subscription, although the test cannot prove that explanation.

Blend recommended rolling out Variant B while monitoring subscription performance. A follow-up test could refine labels, ordering and mobile presentation to protect recurring-revenue journeys while preserving the gains in conversion and revenue per visitor.

  • 22.86%

    increase in revenue per visitor

  • 13.54%

    increase in conversion rate

  • 10.05%

    increase in add-to-cart rate
Book a CRO discovery call

See More A/B Tests