Story-first homepage with benefits and vet proof: +29.5% conversion
Test run byVastaCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding sections on CBD benefits, lab results, vet backing and pet results to the Bailey's CBD homepage lifted conversion 29.51%.
Vasta ran this 14-day A/B test for the pet CBD brand.
Several sections were added at once, so the result belongs to the whole package, not one element.
- Conversion rate: +29.51% at 95% confidence.
- Revenue per visitor: +33.24%.
- Average order value: +2.88%.
- The agency estimates about $9,218 more revenue per month.
The change
The same products and prices, with benefits, proof, pet results and a self-select entry point added.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage had a hero banner, product cards and prices. It did not explain what CBD does for pets, and lab and vet proof sat several clicks away.
Variant
Products, prices and imagery stayed the same. New sections covered pet CBD benefits, lab results and vet backing, real pet results, and a way for new visitors to pick their own starting point.
Why it likely won
Our reading of the result, not the practitioner's claim.
- New pet owners need to know why CBD helps before they look at a price.
- Lab results and vet backing reduce doubt on a health purchase for a pet.
- Letting visitors pick a starting point helps newcomers who don't know which product fits.
Caveats: This was a bundled change: several content sections were added at once, so no single section can be credited. The test ran 14 days on a 50/50 split, and sample size was not shared.
Who ran it
Vasta ran this test for Bailey's CBD and published the results (Vasta case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Vasta →
How to run this test on your store
- Hypothesis
- If we explain the product's benefits and show proof on the homepage before products, then more new visitors will buy because their main doubts are answered up front.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Homepage bounce rate
- Clicks into product pages
- Who should test it
- Brands in health or wellness categories where new visitors need education and proof before buying. Stores selling familiar products to returning customers may get less from extra content.
Questions
Should a homepage explain the product before selling it?
For new or unfamiliar categories, it's worth testing. Here the added content lifted conversion 29.51%.
Where should lab results and expert backing go?
Closer to the buying decision. In the original, they sat several clicks away.
Can I tell which section drove the lift?
Not from this test. To isolate one section, test it alone against the current page.
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