Hypothesis

What the Data Told Us

During our CRO audit, we identified that homepage CTAs such as “Discover More” were passive and lacked specificity. For new visitors in particular, these generic CTAs may not clearly communicate what happens next. Given that new visitors account for approximately 64% of Vegepod’s traffic, improving homepage clarity had the potential to significantly impact product discovery and funnel progression.

Jump to results
Phone screen displaying a gardening product with 'Discover More' button, labelled 'Before'.
Phone screen displaying a product range with a 'Discover More' button, labeled 'Before' at the top.

A/B Test

What We Did

To address this, we tested replacing passive CTAs with clearer, action-oriented language such as “Shop Large Raised Garden Beds.” The hypothesis was that setting clearer expectations would increase homepage engagement, drive more users to product pages, and ultimately improve downstream conversion performance. The 11-day test ran across 2,398 visitors and measured performance across engagement, Add to Cart Rate, Conversion Rate, and Revenue per Visitor.

Phone screen displaying a gardening product range with a call-to-action button on a peach background.
Smartphone displaying a gardening product range with a focus on a large raised garden bed, set against a peach-colored background.

The Results

The action-based CTAs successfully improved homepage engagement and product discovery, particularly among new visitors.

Overall, homepage CTA clicks increased by +3.66% and View Product Page Rate rose by +6.94%, confirming that clearer “Shop XYZ” language encouraged more users to explore the catalogue.

Among new visitors, who make up approximately 64% of traffic, engagement improvements were even stronger, with homepage CTA clicks and product page views both increasing by +11%, and Revenue per Visitor rising by +26%.

  • 6.94%

    Increase in View Product Page Rate

  • 3.66%

    Increase in Homepage CTA Clicks

  • 26%

    Increase in Revenue per Visitor for New Visitors
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