Talk to a humanThe homepage, product pages, checkout and navigation all gained messaging about the brand's conservation pledge. See how it affected sales across 92,383 visitors.
Conservation Pledge Messaging Across the Site Makes No Clear Difference to Conversion Rate
Goal
Revenue per visitor
Result
+0.7% Conversion rate
Category
Other
Outcome
Inconclusive
Before
After
If we highlight the brand's conservation pledge with consistent icons and messaging site-wide, then shoppers will engage more and convert at higher rates because values-driven trust signals build an emotional connection.
What We Changed
- Added three conservation icon blocks to the homepage, each with a short line and a link.
- Added a conservation badge with tooltip text about the pledge on product pages.
- Showed similar trust icons at checkout.
- Added Conservation as its own category in the navigation.
The Results
How the new version compared with the original, across all devices.
+0.7%
Conversion rate
+5.0%
Revenue per visitor
+4.2%
Average order value
Key Learnings
- Conversion rate rose just 0.7% across 92,383 visitors, so the messaging made no clear difference to how many shoppers bought.
- Revenue per visitor rose 5.0% on larger orders, with a 79.1% probability that the variant beats the original on revenue per visitor.
- Desktop moved most, with average order value up 13.9% and bounce rate down 6.8% on desktop.
- The revenue gain didn't reach significance over 18 days, so treat it as a lead to retest, not proof.
Detailed results breakdown
Conversion rate
+0.7%
Revenue per visitor
+5.0%
Average order value
+4.2%
Orders
-0.8%
Bounce rate
-4.1%
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