Talk to a humanThe homepage hero and a promo banner told visitors they could pay with HSA/FSA funds. See how it changed conversion and revenue across 53,861 visitors.
HSA/FSA Eligibility Messaging on the Homepage Shows a 12.1% Conversion Rate Lift
Goal
Conversion rate
Result
+12.1% Conversion rate
Category
Homepage
Outcome
Positive signal
Before
After
If we highlight HSA/FSA eligibility on the homepage, then conversion rate will increase because customers feel reassured they can use pre-tax health benefits, which lowers the perceived cost.
What We Changed
- Added a message to the homepage hero saying products are eligible for HSA/FSA payments.
- Repeated the message in a supporting promo banner.
- Showed it on both desktop and mobile.
The Results
How the new version compared with the original, across all devices.
+12.1%
Conversion rate
+15.4%
Revenue per visitor
+10.7%
Orders
Key Learnings
- Conversion rate rose 12.1% and revenue per visitor 15.4%, with a 90.1% probability that the variant beats the original.
- The test didn't reach significance, so treat this as a strong signal, not proof.
- Add-to-cart rate rose 6.9%, consistent with the message making the purchase feel more affordable.
- Desktop showed a 35.1% conversion lift, but only 2,213 desktop visitors saw the test.
Detailed results breakdown
Conversion rate
+12.1%
Revenue per visitor
+15.4%
Orders
+10.7%
Add-to-cart rate
+6.9%
Average order value
+3.6%
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30,000+ Monthly sessions.
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Other experiments we've run
Cart
Positive signal
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+3.6% Conversion rate
Product Page (PDP)
Inconclusive
Product Badges on Product Page Images Make No Clear Difference to Conversion Rate
Product pages showed badges like New and Best Seller on the main image, matching collection page cards. Across 20,113 visitors, it made little difference.
-0.5% Conversion rate
Homepage
Positive signal
Customer Photos on the Homepage Show a 3.3% Conversion Rate Lift
A block of customer-submitted photos and videos went onto the homepage, below the category carousel. See how it changed sales on mobile and desktop.
+3.3% Conversion rate