How CBD stores raise conversion: what our A/B tests show

CBD shoppers arrive with more doubt than most. Which product is right for me? Which strength? Can I trust this store? And CBD stores cannot answer those questions the way other stores do, because the rules limit what they can claim. So conversion on a CBD store comes from 2 things: clear guidance and outside proof.

We have run A/B tests for several CBD brands over the years. The 3 tests below show the pattern, and a few more back it up.

Why CBD stores convert differently

Most stores can tell shoppers what a product will do for them. CBD stores mostly cannot. The FDA treats therapeutic claims on unapproved CBD products as illegal, and CBD cannot be sold as a dietary supplement. That takes the strongest sales lines off the page.

What is left is the shopping experience itself. Shoppers need to find the right format fast, see where to start, and see that other people bought and liked it. Every test in this article works on 1 of those 3 jobs.

Putting the top category first lifted desktop conversion 28.5%

On 1 CBD store, the category desktop shoppers visited most did not hold the first spot on the homepage. We moved it to position 1 and changed nothing else.

Over 17 days, conversion rose 28.5% and revenue per visitor rose 14.4%. Average order value fell about 11%, so more shoppers bought, with smaller orders. That fits shoppers going straight to the category they wanted and buying from it.

If your analytics show shoppers already favor 1 category, do not make them hunt for it. Put it first. A mobile version of this test with a 2 column layout ran first and was not conclusive, so read each device on its own.

A most popular flag with star ratings lifted conversion 12.4%

First-time CBD buyers often do not know where to start. On another store, the desktop collection page gave no cue about which product to pick first. We flagged the most popular product, changed its border color, and in a second version added star ratings at the top of the page.

The version with the flag and star ratings won. Over 21 days, conversion rose 12.4% and revenue per visitor rose 15.2%. Results were strong from the first week, and we let the test run to pick between the 2 versions.

A clear starting point and visible ratings did the job a health claim would do on another store. They told shoppers which product other people chose, and that those people were happy with it.

Shoppers preferred a clear second formula option by 15.0%

Guidance can also mean leaving useful choices in view. On a product page, a second formula option sat inside the product box with a filled button. We expected it was distracting from the main product, so we moved it out and toned it down.

Shoppers preferred the original. On desktop, conversion fell 15.0% and revenue per visitor fell 24.3% in 16 days, so we paused the test. The same change lost on mobile too, with conversion down 6.3% (see the test).

CBD shoppers compare formulas and strengths before they buy. The second option was helping them choose, not pulling them away. Hiding it made the decision harder.

3 more CBD tests that point the same way

• Removing a second navigation menu on a desktop homepage lifted conversion 30.2% and revenue per visitor 11.4% (see the test). Fewer paths made it easier to start.
• A high-contrast button on product cards lifted collection page conversion 10.1% and revenue per visitor 19.9% (see the test). We cover why in What is the best CTA button color?
• Value props cut to 2 lines, with a monthly units sold count added, lifted mobile conversion 13.7% (see the test). The count gave shoppers proof that others were buying.

For more on how navigation and clarity changes move sales, see What is ecommerce user experience, and how does it affect sales?

Where to start on a CBD store

• Lead with the category your shoppers already visit most.
• Give first-time buyers a starting point, such as a most popular flag.
• Show star ratings, review counts and units sold where shoppers decide.
• Keep formula and strength options easy to compare.
• Let outside proof do the work that health claims cannot.
• Read every test result by device before you implement it.

When you cannot make the claim, show the proof.

Frequently asked questions

How do you increase conversion on a CBD website?

Help shoppers find the right product fast and show them proof. In our tests on CBD stores, putting the top category first lifted conversion 28.5%, and a most popular flag with star ratings lifted it 12.4%.

Can CBD websites make health claims?

The FDA treats therapeutic claims on unapproved CBD products as illegal, and CBD cannot be sold as a dietary supplement. That is why reviews, ratings and clear guidance matter more on CBD stores.

What should a CBD homepage show first?

The category your shoppers visit most. In 1 test, moving it to the first spot lifted desktop conversion 28.5%.

Do reviews help CBD sales?

Yes. Star ratings near the top of a collection page, paired with a most popular flag, lifted conversion 12.4% and revenue per visitor 15.2% in our test.

How long should a CBD A/B test run?

Plan for at least 2 full weeks of data, and read mobile and desktop on their own. The CBD tests in this article ran 16 to 21 days.