An A/B test evaluated a homepage product promotion carousel to boost high-value sales. This analysis reveals the impact on conversion and revenue metrics.
Homepage product promotion carousel aims to boost high-value sales
Goal
CVR
Result
-46.24% (CVR) CVR
Category
Homepage
Outcome
Loss Prevented
Before
After
IF we add a product promotion carousel to the homepage, THEN high-value sales will increase, BECAUSE featured products gain more visibility and drive purchase intent.
A product promotion carousel was added to the homepage to feature selected products and drive visibility for higher-value items.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
NaN%
Revenue change
-3.3%
visitors
-46.2%
Lift in conversion rate
The homepage carousel produced catastrophic results across every metric—CVR dropped -46.2%, AOV fell -76.9%, and RPV plummeted -87.6%. The carousel likely distracted users from their natural browsing flow and failed to present relevant products. Rather than driving high-value purchases, it may have confused visitors or directed them to products they weren't interested in, causing significant abandonment. This underscores how disruptive homepage carousels can be when they override user intent rather than supporting it.
Detailed results breakdown
Average order value
-76.9%
Lift in conversion rate
-46.2%
Change in revenue per visitor
-87.6%
Change in amount of orders
-48.0%
Revenue change
NaN%
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