Talk to a humanThe homepage got a section summarizing the key science findings, paired with well-known medical institutes. See how it changed clicks and purchases over 11 days.
Homepage Science Section Cuts Conversion Rate 12.4%
Goal
Conversion rate
Result
-12.4% Conversion rate
Category
Homepage
Outcome
Loss Prevented
Before
After
If we summarize the strongest science findings on the homepage, then bounce rate will fall and click-through to product pages will rise because visitors won't need to visit the science page to judge whether the product is legitimate.
What We Changed
- Added a section below "How does it work" that summarizes the most important science findings.
- Paired the finding cards with well-known medical institutes to build credibility.
The Results
How the new version compared with the original, across all devices.
-12.4%
Conversion rate
-12.8%
Revenue per visitor
-10.4%
Add-to-cart rate
Key Learnings
- Conversion rate fell 12.4% and revenue per visitor 12.8%, so the section cost sales.
- Click-through rate rose 7.9% and bounce rate fell 5.0%, but that engagement matters less than the drop in purchases.
- Desktop fell hardest, with conversion rate down 34.6% on desktop, but only 1,002 desktop visitors saw the test.
- The result didn't reach significance after 11 days, but more interest in science content didn't lead to more orders.
Detailed results breakdown
Conversion rate
-12.4%
Revenue per visitor
-12.8%
Add-to-cart rate
-10.4%
Click-through rate
+7.9%
Bounce rate
-5.0%
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