New collection page banner: +5.98% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsAdding a new banner to a collection page lifted revenue per visitor by 5.98%, about $36,785 per month. Dave Diederen ran the test and the version with the new banner won. Conversion rate rose 5.65% and order value did not change.
- Revenue per visitor: +5.98%, about +$36,785 per month.
- Conversion rate: +5.65%, about 362 more orders per month.
- Profit per visitor: +5.64%, about +$20,720 per month.
- Average order value: no change. The lift came from more people buying.
- Projected annual impact: +$441,420 revenue and +$248,640 profit.
The change
Variant adds a new banner to the collection page (position illustrative)
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The collection page without the new banner.
Variant
The collection page with a new banner added. The banner design and message were not shared.
Why it likely won
Our reading of the result, not the practitioner's claim.
- a banner can set context for the collection and reassure shoppers before they browse products.
- since order value stayed flat, the banner most likely helped more visitors decide rather than buy more.
Caveats: The banner content, sample size, duration and significance were not shared, so it is hard to say which part of the banner did the work.
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 add a banner to our main collection page, then more visitors will buy because it frames the range and gives a reason to shop now.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Product click-through rate
- Profit per visitor
- Who should test it
- Stores where collection pages get a lot of traffic but start straight into the grid with no context. Avoid banners that push products far down on mobile.
Questions
Do collection page banners help conversion?
In this test a new banner lifted conversion 5.65% and revenue per visitor 5.98%.
Do banners raise order value?
Not here. Average order value did not change, so the gain came from more orders.
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