Talk to a humanThe homepage got a carousel of curated customer photos, videos and social posts. See how engagement and order value moved over 23 days.
A Customer Content Carousel on the Homepage Shows Mixed Results on Conversion and Revenue
Goal
Conversion rate
Result
+6.1% Conversion rate
Category
Homepage
Outcome
Inconclusive
Before
After
If we show curated user-generated content that matches shoppers' interests, then conversion rate will increase because real-life context builds trust and helps customers picture using the product.
What We Changed
- Added a carousel of curated customer content: lifestyle photos, videos and social media screenshots.
- Made it swipeable on mobile and click-to-scroll on desktop.
- Built it so the store team can swap the content easily.
The Results
How the new version compared with the original, across all devices.
+6.1%
Conversion rate
-10.3%
Revenue per visitor
-14.7%
Average order value
Key Learnings
- Conversion rate rose 6.1% while revenue per visitor fell 10.3%, so the net effect on sales is unclear.
- With 2,834 visitors, the 69% probability of beating the original on conversion rate is far from significance.
- Average order value fell 14.7%, and on mobile revenue per visitor fell 19.2%.
- Bounce rate fell 10.5%, and 17.8% on mobile, so real-life content kept more visitors on the page.
Detailed results breakdown
Conversion rate
+6.1%
Revenue per visitor
-10.3%
Average order value
-14.7%
Add-to-cart rate
+3.8%
Bounce rate
-10.5%
Free Trial
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30,000+ Monthly sessions.
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Other experiments we've run
Product Page (PDP)
Loss Prevented
Redesigned Product Pages With New Copy Cut Conversion Rate 20.7%
Four product pages got a refined layout, stronger trust signals and rewritten copy. Conversion rate fell, and testing showed the cost.
-20.7% Conversion rate
Product Page (PDP)
Positive signal
A Single Price-Aware Shipping Message on Product Pages Shows a 7.1% Conversion Rate Lift
Product pages swapped two overlapping free shipping messages for one that depends on the product's price. See how 24,464 visitors responded.
+7.1% Conversion rate
Search & Navigation
Inconclusive
Restored Mobile Navigation Shows Mixed Results on Conversion and Revenue
The mobile menu went back to an earlier layout with better access to categories and fewer distractions. See what changed across 8,086 mobile visitors.
+5.4% Conversion rate