Added a summary of scientific findings to the homepage to reduce bounce rates and increase product page clicks.
Science-backed Summary
Goal
Conversion rate
Result
-12.4% Conversion rate
Category
Homepage
Outcome
Inconclusive
Before
After
IF we provide a summary of the science page on the homepage with salient arguments, THEN the bounce rate will decrease and clickthrough to the PDP will increase, BECAUSE customers won't have to visit the science page to find legitimacy information.
What We Changed
- Added a science summary section on the homepage.
- Paired content with well-known medical institutes for credibility.
- Positioned the summary below the "How does it work" section.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+7.9%
Click-through rate change
+7.1%
Change in amount of clicks
-0.6%
Average order value
Key Learnings
- Placing key information on the homepage reduced bounce rates as users found answers faster.
- Improved clickthrough rates suggest users were more engaged with the science content.
- Conversion and revenue declines indicate possible distraction or mismatch with purchase intent.
- Aligning more closely with user purchase motivations might improve conversion outcomes.
Detailed results breakdown
Add-to-cart rate change
-10.4%
Average order value
-0.6%
Click-through rate change
+7.9%
Lift in conversion rate
-12.4%
Change in revenue per visitor
-12.8%
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30,000+ Monthly sessions.
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