Talk to a humanA slider of large lifestyle category tiles went in right under the homepage hero. More visitors clicked through, but sales showed no clear change.
Lifestyle Category Tiles on the Homepage Make No Clear Difference to Conversion Rate
Goal
Click-through rate
Result
-1.2% Conversion rate
Category
Homepage
Outcome
Inconclusive
Before
After
If we add large lifestyle-image tiles for the main categories, then click-through rate on those tiles will increase because more immersive imagery makes the categories clearer and more appealing.
What We Changed
- Added a horizontal slider of large lifestyle category tiles right under the homepage hero.
- Covered the main categories, such as men's, women's and kids.
- Gave each tile a category name and a "Shop" button.
- Added a hover effect on desktop.
The Results
How the new version compared with the original, across all devices.
-1.2%
Conversion rate
+11.0%
Revenue per visitor
+10.4%
Average order value
Key Learnings
- Conversion rate moved -1.2%, no clear difference, so the extra clicks didn't turn into more orders.
- Click-through rate, the metric the test was set up to measure, rose 2.3%, with a 99.9% probability that the variant beats the original.
- Bounce rate fell 12.2%, so the tiles gave more visitors a reason to keep browsing.
- Revenue per visitor rose 11.0% on higher order values, but that swing came mostly from desktop and may be noise.
Detailed results breakdown
Conversion rate
-1.2%
Revenue per visitor
+11.0%
Average order value
+10.4%
Add-to-cart rate
-0.2%
Click-through rate
+2.3%
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Other experiments we've run
Homepage
Positive signal
A Redesigned Shop by Category Block Shows a 2.2% Add-to-Cart Rate Lift
The homepage "Shop by Category" block got a new layout, spacing and card styling on mobile and desktop. See how 38,490 visitors responded.
+2.2% Add-to-cart rate
Collection Page (PLP)
Inconclusive
Desktop Collection Hover Sizing Buttons
Adding clickable size buttons on desktop product cards enabled direct add-to-cart actions, streamlining the shopping experience.
+17.3% Add-to-Cart Rate
Homepage
Positive signal
Enhanced Product Discovery with Badges
Badges were added to product cards to highlight key attributes. Discover how this change impacted user engagement and conversions.
+18.99% (CTR) CTR