Does a winning mobile headline lift desktop homepage sales?

A new headline had won on the mobile homepage. We tested the same headline copy with a Shop Now button on the desktop homepage. Over 13 days, conversion fell 9.9% and revenue per visitor fell 21.0%.

Lost Desktop 13 days Called at 90%

SURFACE

Homepage

DEVICE

Desktop

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By bringing the winning mobile headline copy to the desktop homepage, we will repeat the mobile lift, resulting in more desktop purchases.

The mobile winner paired a new headline with a consultation button. During a brand refresh, we tested each piece by itself on both devices to see what drove the lift and whether it carried over to desktop.

What we changed

The winning mobile headline copy with a Shop Now button on desktop

Var A replaced the desktop homepage headline with the copy from the mobile winner and used a Shop Now button. The consultation button from the mobile test was not included.

VAR A: COPY + SHOP NOW

Headline copy from the mobile winner
Shop Now button

The result

The winning mobile headline cut desktop conversion 9.9%

CONVERSION RATE

-9.9%

REVENUE PER VISITOR

-21.0%

Over 13 days, the new headline converted 9.9% worse than the original on desktop, and revenue per visitor was 21.0% lower. The revenue drop cleared our confidence bar, so we paused the test after 13 days rather than keep losing sales. The mobile version of the same test also lost.

What we took from it

Users preferred the original desktop homepage copy

The mobile lift came from pairing the copy with a consultation button. On desktop, the copy and a Shop Now button without that offer did not give shoppers the same reason to stay.