Highlighting AFTCO’s conservation pledge

Explore how conservation-focused messaging enhanced customer engagement and lifted conversion rates in this compelling A/B test.

Metric

Revenue per visitor (RPV)

Lift change

+5.0%

Highlighting AFTCO’s conservation pledge – Control screenshot

Control

Highlighting AFTCO’s conservation pledge – Variation screenshot

Variation

IF we highlight AFTCO’s conservation pledge through consistent icons and messaging site-wide, THEN customers will engage more deeply with the brand and convert at higher rates BECAUSE brand-aligned trust signals drive emotional connection and reinforce values at key moments in the shopping journey.

What We Changed

  • Added conservation icon blocks on the homepage with links to more info.
  • Included a conservation badge on product pages with tooltip text.
  • Displayed trust icons on checkout pages.
  • Updated navigation with a dedicated Conservation category.

Detailed breakdown

Average Order Value

+4.2%

Click-Through Rate

+2.1%

Revenue Per Visitor

+5.0%

Bounce Rate

-4.1%

Key Learnings

  • Consistent messaging reinforced trust and brand values.
  • Conservation-focused content increased emotional engagement.
  • Improved Average Order Value and Revenue Per Visitor indicate stronger purchase confidence.
  • Reduced bounce rates suggest better user experience and interest.