Two fitment CTAs in homepage hero: +6% revenue per visitor
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding 'Shop by Vehicle' and 'Find a Fuel Pump' buttons to the homepage hero lifted revenue per visitor by 6% for automotive parts brand Aeromotive.
Blend Commerce ran this A/B/C test. Order value rose 50%, but conversion rate fell, so the gain came from bigger orders, not more of them.
- Revenue per visitor (Variant 2): +6%, the primary metric.
- Average order value (Variant 2): +50%.
- Conversion rate (Variant 2): fell. The size of the drop was not shared.
- Variant 1, with only 'Shop by Vehicle', lowered both conversion rate and revenue per visitor, so it lost.
The change
The hero gains two fitment buttons: shop by vehicle and find a fuel pump.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage hero carried a brand message, with no quick routes to find parts by vehicle or pump.
Variant
Variant 2 put two buttons in the hero: 'Shop by Vehicle' and 'Find a Fuel Pump'. A third version, Variant 1, showed only 'Shop by Vehicle'.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The pump-finder route likely sent a smaller group of motivated buyers straight to higher-value products.
- Fitment is often the main question for parts buyers, so a direct route from the first screen saves steps.
- A single vehicle button may have pulled attention without leading shoppers to better-matched products.
Caveats: Conversion rate dropped, so fewer people bought; the win rests on order value. Sample size, duration and significance were not shared.
Who ran it
Blend Commerce ran this test for Aeromotive and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we add fitment shortcuts such as shop-by-vehicle and a product finder to the homepage hero, then revenue per visitor will rise because high-intent buyers reach compatible products sooner.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Order count
- Homepage bounce rate
- Who should test it
- Stores where compatibility drives the purchase, such as auto parts, spares or printer ink. Watch order volume closely. If your store makes money on many small orders, a falling conversion rate may cost more than bigger baskets earn.
Questions
Should my homepage hero have a shop-by-vehicle button?
In this test, a vehicle button alone hurt results.
Adding a second, more specific product-finder route is what lifted revenue.
Is it a win if revenue per visitor rises but conversion falls?
It can be, if total revenue grows. Check order volume too, since fewer orders can strain repeat business and ad returns.
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