Best Sellers module on the homepage: +15.86% conversion for BBQ Land
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a Best Sellers product module to the homepage raised conversion rate by 15.86% for BBQ and outdoor cooking retailer BBQ Land.
Blend Commerce ran this A/B test after seeing visitors struggle to find products.
Revenue per visitor rose 14.09% and add-to-cart rate rose 21.18%.
- Conversion rate: +15.86%.
- Revenue per visitor: +14.09%.
- Add-to-cart rate: +21.18%, and product page view rate: +3.16%.
- Desktop was strongest: +28% conversion, +23% revenue per visitor and +44% add-to-cart rate. Mobile also improved.
- Average order value: -1.53%, a small drop.
The change
A Best Sellers product module added to a homepage that showed no products.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage showed no products. Visitors had to use the category links or search to find anything.
Variant
A Best Sellers module on the homepage showed top-selling products as soon as visitors arrived.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A homepage with no products gives new visitors nothing to click on straight away. Best sellers act as a shop window.
- Labelling products as best sellers is a form of social proof: other people bought these, so they are a safe pick.
- Desktop layouts give the module more room, which may explain the bigger desktop lift.
Caveats: Results were stronger on desktop than mobile. Sample size, test length and confidence level were not shared.
Who ran it
Blend Commerce ran this test for BBQ Land 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 show a Best Sellers product module on the homepage, then more visitors will buy because they can find popular, proven products without searching or browsing categories.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Revenue per visitor
- Product page view rate
- Who should test it
- Stores whose homepage is mostly banners and category links, especially with many first-time visitors. It may add little if your homepage already shows products or most traffic lands on product pages.
Questions
Should I show products on my homepage?
If your homepage shows none, it's worth testing.
Here a Best Sellers module lifted conversion by 15.86%.
Why use best sellers rather than new arrivals?
Best sellers carry built-in social proof, which helps new visitors who don't know your range.
Test new arrivals if your audience is mostly returning fans.
Does a best sellers section lower order value?
Slightly in this case, by 1.53%. Higher conversion more than made up for it.
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