Talk to a humanMost visitors headed for a sport-specific landing page were sent to the homepage instead. See how the broader page compared on a small sample.
Sending Landing Page Traffic to the Homepage Shows a 103.9% Conversion Rate Lift
Goal
Add-to-cart rate
Result
+103.9% Conversion rate
Category
Homepage
Outcome
Positive signal
Before
After
If we send landing page traffic to the homepage instead, then add-to-cart rate will rise because the homepage offers broader navigation and updated sections that may better match what visitors want.
What We Changed
- Sent most visitors bound for a sport-specific landing page to the homepage instead.
- Kept a smaller share on the original landing page as the control.
- Ran the test as a stopgap while a new landing page was built.
The Results
How the new version compared with the original, across all devices.
+103.9%
Conversion rate
+83.5%
Add-to-cart rate
+137.6%
Revenue per visitor
Key Learnings
- Conversion rate rose 103.9% and revenue per visitor 137.6%, but on only 2,777 visitors.
- Add-to-cart rate, the metric the test targeted, rose 83.5%, with an 81.2% probability of beating the original.
- Statistical power was 7%, so treat this as a positive signal, not proof. The old landing page still looks like the weaker option.
- Click-through rate fell 18.0% and bounce rate rose 5.7%, so fewer visitors explored further.
Detailed results breakdown
Conversion rate
+103.9%
Add-to-cart rate
+83.5%
Revenue per visitor
+137.6%
Click-through rate
-18.0%
Bounce rate
+5.7%
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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