Does winning hero copy with a Shop Now button lift mobile sales?

An earlier mobile test won with a new headline plus a consultation button. We retested the hero copy with a Shop Now button instead. Over 13 days, conversion fell 17.9% and revenue per visitor fell 26.6%.

Lost Mobile 13 days Called at 90%

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By pairing the winning hero copy with a Shop Now button, we will keep the earlier lift without the consultation offer, resulting in more mobile purchases.

The earlier winner changed 2 things at once: the headline and a consultation button. During a brand refresh, we broke the change apart and tested the copy with a standard Shop Now button.

What we changed

Winning hero copy with the button changed to Shop Now

Var A updated the copy on the hero image to match the earlier winning test and changed the button copy to Shop Now. The consultation button from that test was not included.

Var A: Copy + Shop Now wireframe — VAR A: COPY + SHOP NOW

Hero image copy from the earlier winner
Button copy changed to Shop Now

The result

Winning hero copy with Shop Now cut mobile conversion 17.9%

CONVERSION RATE

-17.9%

REVENUE PER VISITOR

-26.6%

Over 13 days, the retested headline converted 17.9% worse than the original, and revenue per visitor was 26.6% lower. The revenue drop cleared our confidence bar, so we paused the test after 13 days rather than keep losing sales. The desktop version of the same test also lost.

What we took from it

Users preferred the original homepage copy

Without the consultation button, the new copy and a Shop Now button gave mobile shoppers less reason to engage, and they bought less. The earlier lift came from the pairing with the consultation offer.