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.
Redesigned Homepage With Extra "Educational" Content
Goal
Revenue per visitor (RPV)
Result
+3.1% Revenue per visitor (RPV)
Category
Homepage
Outcome
Winner
Before
After
IF we reorganize the homepage to focus on answering "how does it work" and providing a quicker path to purchase THEN the clickthrough rate will increase BECAUSE visitors will have their initial big questions answered and be ready to read more about the product.
What We Changed
- New visitors saw an educational homepage introducing the brand.
- Returning visitors saw a sales-focused layout with product highlights.
- Direct calls-to-action for returning users.
- Emphasis on trust-building content for new users.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+16.7%
Click-through rate change
+16.2%
Change in amount of clicks
+11.6%
Add-to-cart rate change
Key Learnings
- Visitors do want to know how the product works, and the new version of the page does a better job at this, indicated by a decrease in bounce rate and increased CTR.
- There's potential for extending the education path even further.
- The site may need additional "real" testimonials and UGC to convince skeptical customers that it not only works, but is worth the price.
- Recommendation: roll changes out to production and launch a second iteration to add even more educational content, UGC and real customer reviews.
Detailed results breakdown
Add-to-cart rate change
+11.6%
Average order value
+3.5%
Click-through rate change
+16.7%
Lift in conversion rate
+0.5%
Change in revenue per visitor
+6.7%
Free Trial
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30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
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Investing in paid traffic.
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