Does a benefits table on the homepage lift desktop conversion?

We tested a table of the service's key benefits on the desktop homepage, placed above the steps to register. Over 15 days, conversion fell 4.4%, short of our confidence bar.

Not significant Desktop 15 days Not called

SURFACE

Homepage

DEVICE

Desktop

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By showing the key benefits of the service in a table on the homepage, we will build interest and trust, resulting in fewer bounces and more registrations.

Showing visitors what they gain is a common way to build trust before they commit. We put the service's key benefits into a table, so desktop visitors could scan them at a glance before starting the form.

What we changed

A benefits table added above the steps on the desktop homepage

Var A added a table listing the key benefits of the service. It sat above the section that explains the steps to register, so visitors saw it before the steps.

VAR A: BENEFITS TABLE

Table of key benefits added
Placed above the steps to register

The result

Conversion fell 4.4% with the benefits table, short of our confidence bar

CONVERSION RATE

-4.4%

Over 15 days, the version with the table converted 4.4% worse than the original. It led for the first 5 days, and results swung from day to day after that. The gap did not reach our confidence bar, so we paused the test.

What we would do next

Retest the table lower on the page

The table held useful information, but placing it above the steps may have put off visitors on their way to the form. A next test would move the table below the steps, so it supports visitors without getting in the way.