Trust-focused FAQ on the homepage: +1.15% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsAdding an FAQ section to the homepage that answered shipping, returns, payment and trust questions raised revenue per visitor by 1.15%. Dave Diederen ran the split test over 26 days with 96,093 visitors. The lift is small and its range crosses zero, so treat it as a likely-positive but uncertain result.
- Revenue per visitor: +1.15% (A$6.73 to A$6.81). The tool's range was -6% to +8%, so it is not statistically clear.
- Conversion rate: +1.07% (6.32% to 6.38%). Range -4% to +6%.
- Average order value: no change (A$106.49 vs A$106.58).
- The test covered 96,093 visitors and 6,103 orders from Dec 21, 2025 to Jan 15, 2026. The tool estimated about A$8,984 extra per month.
The change
A trust-focused FAQ on shipping, returns and payment added to the homepage.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage had no FAQ. Answers about shipping, returns and payment were mostly buried in the footer or policy pages.
Variant
A homepage FAQ section was added with questions on shipping times and costs, return policy basics, payment options and trust signals. It left out product specs and support detail.
Why it likely won
Our reading of the result, not the practitioner's claim.
- homepage visitors are often new and want to know about delivery and returns before they look at products.
- answering these questions on the page saves a trip to the footer, which is where some visitors give up.
- the small effect fits an FAQ that removes doubt for some visitors but does not change what most buy.
Caveats: The confidence ranges cross zero, so the true effect may be neutral. The test ran over the holiday period, when shopper behaviour is unusual.
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 homepage FAQ covering shipping, returns, payment and legitimacy, then revenue per visitor will rise because new visitors will have fewer doubts before buying.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Support ticket volume
- Average order value
- Who should test it
- Lesser-known stores, stores shipping internationally, or brands with lots of first-time visitors. Well-known brands with familiar policies will probably see little change.
Questions
Should I add an FAQ to my homepage?
In this test a homepage FAQ lifted revenue per visitor by 1.15% over 96,093 visitors. The result was small and not statistically clear, but it did not hurt order value.
What questions belong in a homepage FAQ?
This one focused on trust questions: delivery time and cost, returns, payment options and whether the store is legit. Product specs were left to product pages.
Does a homepage FAQ change average order value?
Not here. AOV stayed at about A$106.5 in both groups.
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