Do value proposition bullets lift mobile homepage conversion?

Our mobile homepage listed its value propositions as single lines. We tested 3 clearer bullets and a stronger title. Over 14 days, form starts rose 3.0% and conversion rose 0.4%, short of our confidence bar.

Not significant Mobile 14 days Not called

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By rewriting the value propositions as 3 clear bullets and giving the title more weight, we will make the mobile homepage easier to read, resulting in more registration starts.

An earlier test put the value of registering online in the mobile headline. It moved form starts but did not reach our confidence bar. We kept the focus on value and changed the wording and format, so visitors could scan the benefits faster.

What we changed

Single-line value propositions rewritten as 3 bullets

Var A changed the alignment and weight of the title and turned the single-line value propositions into 3 bullet points with clearer wording. The form and button stayed the same.

VAR A: COPY + DESIGN

Title alignment and weight updated
Value propositions rewritten as 3 bullets
Clearer wording in each bullet

The result

Form starts rose 3.0%, and completed conversions rose 0.4%

CONVERSION RATE

+0.4%

FORM STARTS

+3.0%

Over 14 days, more visitors started the form with the bullets, up 3.0% on the original. Completed conversions rose only 0.4%, too small a gap to call. The lift in form starts held for more than 8 days in a row, so we implemented the bullets on the mobile homepage.

What we would do next

Keep the bullets and test the call to action next

Clearer bullets got more visitors to start the form, but the lift faded before checkout. Since the change did no harm, we kept it and moved on to the button below the form in the next round.