Talk to a humanThe homepage got more visual category tiles to send visitors into collections faster. Across 40,336 visitors, the change made little difference.
More Category Tiles on the Homepage Make No Clear Difference to Conversion Rate
Goal
Click-through rate
Result
+1.4% Conversion rate
Category
Homepage
Outcome
Inconclusive
Before
After
If we add more visual category tiles to the homepage, then bounce rate will drop and conversion rate will rise because visitors reach relevant collections faster.
What We Changed
- Added more visual category tiles to the homepage.
- Gave visitors more direct entry points into collections.
The Results
How the new version compared with the original, across all devices.
+1.4%
Conversion rate
+2.1%
Revenue per visitor
-5.4%
Add-to-cart rate
Key Learnings
- Conversion rate rose just 1.4% and revenue per visitor 2.1%, both within normal variation.
- Add-to-cart rate fell 5.4%, so more ways into collections didn't create more interest in products.
- Engagement barely moved: click-through rate rose 0.5% and bounce rate fell 2.9%.
- More entry points into collections didn't change how often visitors bought.
Detailed results breakdown
Conversion rate
+1.4%
Revenue per visitor
+2.1%
Add-to-cart rate
-5.4%
Click-through rate
+0.5%
Bounce rate
-2.9%
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30,000+ Monthly sessions.
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Other experiments we've run
Homepage
Positive signal
Best Sellers Below the Homepage Hero Show a 16.9% Conversion Rate Lift
The best-selling category moved to the first spot below the homepage hero, with other categories ranked by performance. See how it changed conversions.
+16.9% Conversion rate
Product Page (PDP)
Inconclusive
A Prominent Free Shipping Threshold on Product Pages Makes No Clear Difference to Conversion Rate
Product pages showed the free shipping threshold prominently, close to the add-to-cart button. Conversion rate held steady, but order value moved.
+0.3% Conversion rate
Homepage
Loss Prevented
Moving Shop by Category Below the Homepage Hero Cuts Conversion Rate 6.2%
The Shop by Category section moved up to sit directly under the homepage hero. Conversion fell, and testing showed the cost.
-6.2% Conversion rate