Analysis

What the Data Told Us

Session recordings and heatmaps revealed that shoppers were scrolling past the homepage hero without engaging. The busy layout and overlapping elements made it difficult to identify a clear call to action, leading to lost opportunities for conversion. We identified that simplifying the above-the-fold area and clarifying value messaging could help users navigate with more confidence.

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Experiment

How the Test Was Set Up

We redesigned the homepage hero to remove story widgets and replace the complex banner with a streamlined layout. The new variant featured bullet-pointed value propositions, “4,000+ happy customers” for social proof, and clear primary and secondary CTAs. This cleaner structure improved visual hierarchy and guided desktop users more effectively through the purchase funnel.

The Results

After two weeks, we analysed the results. While this test was presented on both mobile and desktop devices, desktop metrics increased but mobile devices decreased in both conversion rate and average purchase revenue per user. For this reason, we ended the test with Variant 1 live permanently on desktop devices only, with the goal to feature alternative changes on mobile in future.

  • 26%

    Increase in Conversion Rate for Desktop Devices

  • 27%

    Increase in Average Purchase Revenue per User for Desktop Devices

  • 8.27%

    Increase in Add to Cart Rate

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