Do value props beat press logos on the homepage?

Our homepage showed a row of logos from publications that had featured the store. We tested replacing them with value props, and showing both. Over 23 days, replacing the logos moved conversion 4.5% higher, short of our confidence bar.

Not significant Responsive 23 days Not called

SURFACE

Homepage

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By replacing the publication logos with value props on the homepage, we will give shoppers clearer reasons to buy, resulting in deeper engagement and more purchases.

Press logos show that others trust the store, but they do not say what a shopper gets. Value props such as price, freshness and support answer that question directly.

The test first ran in the spring, then paused for a navigation change and relaunched in June. This entry covers the relaunch.

What we changed

Value props in place of the publication logos, or alongside them

Var A replaced the row of publication logos with a short set of value props. Var B kept the publication logos and added the value props next to them.

VAR A: VALUE PROPS

Publication logos replaced with value props

VAR B: VALUE PROPS + LOGOS

Value props added
Publication logos kept

The result

Replacing the logos moved conversion 4.5% higher

CONVERSION RATE

+4.5%

REVENUE PER VISITOR

-3.1%

VAR B CONVERSION

-3.5%

Over 23 days, value props in place of the logos (Var A) converted 4.5% better than the original, but revenue per visitor was 3.1% lower. Showing both (Var B) converted 3.5% worse, with revenue per visitor down 3.5%. None of these gaps reached our confidence bar.

The lead swapped between versions from week to week, and the pattern was the same on mobile and desktop. We paused the test.

What we would do next

Test value prop wording elsewhere before swapping the logos

Neither version moved shoppers in a steady direction, so the logos and the value props did about the same job. We would keep the logos and test value prop wording in a spot closer to the buying decision.