Best-sellers row under homepage hero: +30.88% conversion rate
Adding a row of best-selling products right under the homepage hero raised conversion rate by 30.88% in Dave Diederen's test. Revenue per visitor rose 29.72% and average order value did not change. The row sat above the category section.
- Conversion rate: +30.88% (1.14% to 1.49%). The range was +3% to +68%, so the gain stayed positive across it.
- Revenue per visitor: +29.72% (£10.00 to £12.98). The range ran from -8% to +84%, so the size of the lift is uncertain.
- Average order value: no change (£880.83 vs £873.00). The win came from more orders, not bigger ones.
- The tool estimated about 207 extra orders and £175,577 more revenue per month.
The change
The variant adds a best-sellers product row between the hero and the category section.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage opened with a hero banner, followed by category links. Visitors had to click through to see any products.
Variant
A row of best-selling products was placed directly under the hero, above the categories, so products were visible without a click.
Why it likely won
Our reading of the result, not the practitioner's claim.
- homepage visitors are often still browsing, and showing proven products saves them the search.
- removing a click between the homepage and a product page shortens the path to buying.
- a best-seller label works as quiet social proof, since others already chose these items.
Caveats: This is a high-ticket store (AOV around £880) with a low base conversion rate, so a small change in orders moves the percentage a lot. Sample size and test length were not shared.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we show a row of 4-6 best sellers right under the homepage hero, then more visitors will buy because they see popular products without having to click into a collection.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Average order value
- Who should test it
- Stores whose homepage leads with banners and category tiles and shows no products above the fold. Stores with one hero product, or a homepage that already shows products high up, will likely see less.
Questions
Should I show products on my homepage?
In this test, showing best sellers right under the hero raised conversion rate by 30.88%. Visitors could reach a product without first picking a category.
How many best sellers should the row show?
Dave Diederen suggests picking your top 4-6 sellers. The post doesn't say how many were in the tested row.
Does a best-sellers row change order value?
Not here. AOV stayed flat, so the lift came from more people buying.
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@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon
@DaveDiederen@DaveDiederen