# Story-first homepage with benefits and vet proof: +29.5% conversion

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Benefit, problem, how-it-works & results sections, Trust badges & security seals, Layout, fonts & visual design
- Test run by: [Vasta](https://liftarchive.com/practitioners/vasta/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://vasta.me/articles/110-616-annual-lift-from-a-single-homepage-test-a0860
- Page: https://liftarchive.com/test/baileys-cbd-story-first-homepage/

Adding 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.

## Result

**+29.5% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Homepage bounce rate
- Guardrail: 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.

---

Credit: Vasta ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/baileys-cbd-story-first-homepage/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.