A/B Test

What the Data Told Us

When analysing this brand’s Microsoft Clarity Heatmap data, we noted that the banner which showcased the brand’s values on the homepage was further down the page. While 70% of users on desktop devices accessed this feature, only 20% of mobile users accessed it. This is a critical feature of the site which gains user trust, crucial for eCommerce brands. Further analysis in Google Analytics 4 determined that 60% of all users visiting the site do so via mobile devices, indicating that changes for mobile devices could impact brand trust and therefore conversion rates.
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Hypothesis

How the Test was Set Up

We hypothesised shifting this element on the homepage higher on mobile devices to increase visibility, brand trust, and conversion rates. We created an A/B test, shifting this element higher on the homepage to above the collection section.

The Results

After two weeks, we noted that moving the benefits banner higher on the homepage resulted in a 14.91% increase in Conversion Rate and a 15.26% increase in Revenue per Visitor. It also generated 3.91% more visits to Product Detail Pages, 12.41% increase in Clicks on the Cart Icon, and 11.44% increase in Clicks on the Hamburger Menu. These metrics displayed the overall increase in site engagement and travel through the conversion funnel. 

We implemented Variant 1 permanently.

  • 14.91%

    Increase in Conversion Rate

  • 15.26%

    Increase in Revenue per Visitor

  • 11.44%

    Increase in Clicks on Hamburger Menu
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