Directing Ads Traffic to the Homepage Boosts Conversions and Revenue

Discover how redirecting traffic to the Homepage led to a +103.9% increase in conversions and improved overall user engagement.

Metric

Add-to-cart rate

Lift change

+83.5%

Directing Ads Traffic to the Homepage Boosts Conversions and Revenue – Control screenshot

Control

Directing Ads Traffic to the Homepage Boosts Conversions and Revenue – Variation screenshot

Variation

IF the Hockey LP traffic is sent to the Homepage, THEN conversions will increase, BECAUSE the homepage may offer broader navigation and better alignment with buyer intent.

What We Changed

  • Redirected 50% of Hockey LP traffic to the Homepage.
  • Retained 50% on the original Hockey LP as a control group.

Detailed breakdown

Conversion Rate

+103.9%

Add-to-Cart Rate

+83.5%

Average Order Value

+16.5%

Revenue

+132.98%

Bounce Rate

+5.7%

Click-Through Rate

-18.0%

Key Learnings

  • Broader navigation on the homepage led to higher conversions.
  • The homepage aligned better with general buyer intent, improving engagement.
  • Increased exposure to varied content drove higher add-to-cart rates.
  • However, bounce rates increased, suggesting some users did not find immediate relevance.