Brand values banner moved higher on mobile: +14.91% conversion
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsMoving the brand-values banner higher on the mobile homepage lifted conversion rate by 14.91% for automotive parts brand Aeromotive.
Blend Commerce ran this two-week A/B test. Revenue per visitor rose 15.26%.
- Conversion rate: +14.91%.
- Revenue per visitor: +15.26%.
- Product page visits: +3.91%, so more shoppers moved deeper into the site.
- Cart icon clicks: +12.41%. Menu clicks: +11.44%.
The change
The brand values banner moves above the collection section on mobile.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The banner showing the brand's values sat low on the mobile homepage. Heatmaps showed only about 20% of mobile users reached it, compared with 70% on desktop.
Variant
The same banner moved up the mobile homepage, above the collection section.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Most mobile visitors never saw the trust-building banner before. Moving it up put it in front of far more people.
- Mobile made up about 60% of traffic, so a mobile-only fix reached most visitors.
- Brand values can build trust early, which helps with pricier, technical parts.
Caveats: The test ran for two weeks. Sample size 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 move our value-proposition banner higher on the mobile homepage, then conversion will rise because more mobile visitors see the reasons to trust us.
- Primary metric
- Conversion rate
- Guardrails
- Collection clicks
- Homepage bounce rate
- Revenue per visitor
- Who should test it
- Stores where heatmaps show mobile users rarely scroll to key trust content. If most mobile visitors already reach it, moving it will likely do little.
Questions
Where should value propositions go on a mobile homepage?
High enough that most visitors see them. Check scroll heatmaps; Aeromotive found only 20% of mobile users reached the banner.
Should mobile and desktop layouts differ?
Often, yes. Desktop users reached Aeromotive's banner far more often, so only the mobile layout needed changing.
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