The test redirected traffic from Hockey ads to either the homepage or the optimized Hockey Landing Page to evaluate the impact on conversion and engagement.
Directing Ads Traffic to the Homepage Boosts Conversions and Revenue
Goal
Add-to-cart rate
Result
+83.5% Add-to-cart rate
Category
Homepage
Outcome
Winner
Before
After
IF the Hockey LP traffic is sent to the Homepage, THEN conversions will increase, BECAUSE the homepage may offer broader navigation and better alignment with buyer intent.
What We Changed
- Redirected 50% of Hockey LP traffic to the Homepage.
- Retained 50% on the original Hockey LP as a control group.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+137.6%
Change in revenue per visitor
132.98%
Revenue change
+103.9%
Lift in conversion rate
Key Learnings
- Broader navigation on the homepage led to higher conversions.
- The homepage aligned better with general buyer intent, improving engagement.
- Increased exposure to varied content drove higher add-to-cart rates.
- However, bounce rates increased, suggesting some users did not find immediate relevance.
Detailed results breakdown
Add-to-cart rate change
+83.5%
Average order value
+16.5%
Click-through rate change
-18.0%
Lift in conversion rate
+103.9%
Change in revenue per visitor
+137.6%
Free Trial
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30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
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