Highlighting HSA/FSA eligibility on the homepage increased conversions. Discover how this simple change impacted customer behavior.
Highlighting HSA/FSA Eligibility Boosts Homepage Conversion and Revenue
Goal
Conversion rate
Result
+12.1% Conversion rate
Category
Homepage
Outcome
Winner
Before
After
IF we highlight that Q30 is HSA/FSA eligible on the homepage, THEN the conversion rate will increase, BECAUSE customers will feel reassured they can use pre-tax health benefits to purchase, lowering perceived cost.
What We Changed
- Added HSA/FSA eligibility message to homepage hero section.
- Highlighted key shipping and returns benefits alongside the HSA/FSA offer.
- Included supporting promo banner to reinforce message.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+15.4%
Change in revenue per visitor
14.71%
Revenue change
+12.1%
Lift in conversion rate
Key Learnings
- Highlighting cost savings can boost customer motivation.
- Clear messaging reduced perceived financial barriers.
- Strategic placement increased visibility and impact.
- Lower bounce rates suggest improved initial engagement.
Detailed results breakdown
Add-to-cart rate change
+6.9%
Average order value
+3.6%
Click-through rate change
+2.7%
Lift in conversion rate
+12.1%
Change in revenue per visitor
+15.4%
Free Trial
Start with 3 experiments.
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Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
Our specialty - we don't work with other platforms.
Investing in paid traffic.
We work with stores committed to growth, not hobbyists.
Ready to invest in systematic CRO.
You understand testing takes time - no magic bullets.
Why free?
The best proof is results. Three real experiments show you exactly how we work and whether it drives revenue for your specific store. You keep everything - no strings attached.
Our bet
We're confident enough in our process to invest our time upfront. If the tests work, you'll see the value in continuing at $5,950/month. If not, you got free optimization work.
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Other experiments we've run
Homepage
Redesigned Homepage With Extra "Educational" Content
Adding extra content to get ahead of customer objections, particularly around "how does the product work", saw the bounce rate drop and clickthrough rates increase. Read the full write-up.
+3.1% Revenue per visitor (RPV)
Product Page (PDP)
Sticky Top Add-To-Cart Button
Introducing a sticky Add to Cart button on mobile increased conversion rates by making it easier for users to purchase without scrolling.
-0.5% Add-to-cart rate
Collection Page (PLP)
Single-Column Product Grid
Learn how changing the mobile product listing layout to one product card per row impacted user engagement and conversions.
+63.1% Revenue per visitor (RPV)