Insight

Fitment Journeys Were Delayed

Aeromotive's homepage hero gave visitors a strong brand message, but it did not make the fitment journey immediate. Users with a specific vehicle or pump need still had to navigate, scroll or use lower-page tools before finding the path to relevant products. In automotive ecommerce, that delay matters because compatibility is often the buying question. Blend had already seen stronger results when Aeromotive made fitment tools more visible, including previous Pump Finder work. The recommendation was to bring those routes into the hero so high-intent shoppers could move from the homepage into a relevant vehicle or product journey sooner, with less dependence on search or menu exploration.

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A/B/C Test

Hero Fitment CTAs and Pump Finder

We tested two fitment-led hero treatments against the original design. Variant 1 added a prominent Shop by Vehicle CTA inside the hero, anchoring users to the vehicle selection journey. The hypothesis was that earlier access to fitment would reduce product discovery friction, increase homepage progression and help more users reach compatible products from the first screen.

Variant 2 added both Shop by Vehicle and Find a Fuel Pump CTAs in the hero. This created two direct paths from the first screen: one for shoppers starting with vehicle compatibility and one for shoppers who already knew they needed pump guidance. The build was intended to be reusable, giving Aeromotive an editable hero CTA structure for future campaigns after rollout.

The Results

Variant 2 did not improve conversion rate, but it produced the stronger commercial result. The added Find a Fuel Pump route appears to have helped a smaller group of motivated visitors reach more relevant, higher-value products. We think that explains why conversion rate fell while revenue per visitor and average order value increased.

Variant 1 was weaker because the single fitment CTA reduced conversion rate and revenue per visitor, suggesting it created distraction without enough product-value upside. The pattern points to intent quality: when the hero offered a specific pump-finder route, the users who continued were better matched to meaningful purchases.

We recommended publishing Variant 2 permanently, while monitoring whether the lower conversion rate might affect order volume during busier traffic periods.

  • 6%

    increase in revenue per visitor

  • 50%

    increase in average order value
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