Does moving best sellers up the homepage lift desktop sales?
The desktop homepage showed a category carousel above the best sellers. We tested moving best sellers into that spot, alone, with value badges above them, and with a call to action. Conversion rose 5.0% in 22 days, short of our confidence bar.
Not significant Desktop 22 days Not called
The hypothesis
By moving best sellers and quality badges higher on the homepage, we will help shoppers choose without extra research, resulting in a higher conversion rate.
What we changed
We moved best sellers up the desktop homepage, in 3 versions.
In the control, a category carousel sat above the best sellers section. Var A swapped the 2, so best sellers came first. Var B did the same and added a row of value badges above the best sellers. Var C moved best sellers up with a call to action. The test ran on desktop only.
- Best sellers moved above the category carousel
- Best sellers moved above the category carousel
- Value badges added above best sellers
- Best sellers moved up with a call to action
The result
Conversion rose 5.0% in 22 days, short of our confidence bar.
Conversion rose 5.0% and revenue per visitor rose 10.0%, but the lift did not reach our confidence bar.
Var B, best sellers plus badges, showed the most movement early on. We paused Var A and Var C partway through to send more traffic to Var B. With more data the versions leveled out, and we paused the test after 22 days.
What we would do next
Change the homepage offer, not just the order of sections.
Reordering the sections on this homepage did not move conversion enough to call. The early lift in Var B faded as data came in. We moved on to tests that change what the homepage offers, such as the hero, rather than where existing sections sit.