Science-backed Summary
Elevate engagement with a science summary on your homepage. Discover how this change reduced bounce rates by 5% and increased clicks by 7.9%!
Metric
Conversion rate
Lift change
-12.4%
Control
Variation
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.
Detailed breakdown
Bounce Rate
-5.0%
Clickthrough Rate
+7.9%
Conversion Rate
-12.4%
Revenue
-13.39%
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.
