Redesigned Homepage With Extra "Educational" Content
Discover how personalizing the homepage for different visitor types resulted in a 0.5% conversion rate increase and enhanced user engagement.
Metric
Revenue per visitor (RPV)
Lift change
+3.1%
Control
Variation
IF we reorganize the homepage to focus on answering "how does it work" and providing a quicker path to purchase THEN the clickthrough rate will increase BECAUSE visitors will have their initial big questions answered and be ready to read more about the product.
What We Changed
- New visitors saw an educational homepage introducing the brand.
- Returning visitors saw a sales-focused layout with product highlights.
- Direct calls-to-action for returning users.
- Emphasis on trust-building content for new users.
Detailed breakdown
Conversion Rate
+0.5%
Add-to-Cart Rate
+11.6%
Bounce Rate
-7.2%
Revenue
+6.2%
Key Learnings
- Visitors do want to know how the product works, and the new version of the page does a better job at this, indicated by a decrease in bounce rate and increased CTR.
- There's potential for extending the education path even further.
- The site may need additional "real" testimonials and UGC to convince skeptical customers that it not only works, but is worth the price.
- Recommendation: roll changes out to production and launch a second iteration to add even more educational content, UGC and real customer reviews.
