Highlighting HSA/FSA Eligibility Boosts Homepage Conversion and Revenue
Discover how adding HSA/FSA eligibility messaging transformed customer confidence and led to a 12.1% increase in conversion rates.
Metric
Conversion rate
Lift change
+12.1%
Control
Variation
IF we highlight that Q30 is HSA/FSA eligible on the homepage, THEN the conversion rate will increase, BECAUSE customers will feel reassured they can use pre-tax health benefits to purchase, lowering perceived cost.
What We Changed
- Added HSA/FSA eligibility message to homepage hero section.
- Highlighted key shipping and returns benefits alongside the HSA/FSA offer.
- Included supporting promo banner to reinforce message.
Detailed breakdown
Add-to-Cart Rate
+6.2%
Bounce Rate
-1.2%
Key Learnings
- Highlighting cost savings can boost customer motivation.
- Clear messaging reduced perceived financial barriers.
- Strategic placement increased visibility and impact.
- Lower bounce rates suggest improved initial engagement.
