# Ad traffic sent to the homepage: +103.9% conversion (tiny sample)

- Outcome: Flat / inconclusive
- Page type: Homepage (Ecommerce)
- Elements: Ad-to-page message match, Layout, fonts & visual design
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/directing-ads-traffic-to-the-homepage-boosts-conversions-and-revenue/
- Page: https://liftarchive.com/test/cc-directing-ads-traffic-to-the-homepage-boosts-conversions-and-revenu/

Sending visitors bound for a sport-specific landing page to the homepage instead more than doubled conversion rate (+103.9%), but the sample was too small to trust, so we count it as inconclusive. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. The test reached only 2,777 visitors with 7% statistical power, and was run as a stopgap while a new landing page was built.

## Result

**+103.9% conversion (tiny sample)**

- Add-to-cart rate: +83.5%, the main metric, with an 81.2% probability of beating the original. Not significant.
- Conversion rate: +103.9%, and revenue per visitor: +137.6%, both on only 2,777 visitors.
- Click-through rate: -18.0% and bounce rate: +5.7%, so fewer visitors explored further.
- Statistical power was 7%, far too low to treat these gains as proof.

## Control

Traffic went to a sport-specific landing page.

## Variant

Most of that traffic went to the homepage instead, with a smaller share kept on the original landing page as the control.

## Why it likely came out this way (our reading)

- The homepage offers broader navigation and newer sections that may suit visitors better than a narrow sport page.
- The old landing page may simply have been weak, so almost any alternative could look better.
- With so few visitors, a handful of extra orders can create a huge percentage swing.

## Caveats

Only 2,777 visitors with 7% power, and the control got a smaller share of traffic, so the size of the lift is unreliable. It was a stopgap test while a new landing page was built, and duration was not shared.

## How to run this test

- Hypothesis: If we send landing page traffic to the homepage, then add-to-cart rate will rise because the homepage offers broader navigation that better matches what visitors want.
- Primary metric: Add-to-cart rate
- Guardrail: Bounce rate
- Guardrail: Revenue per visitor
- Guardrail: Conversion rate
- Who should test it: Stores with an old or weak campaign landing page and no time to rebuild it. Plan enough traffic for a powered test, and expect a strong, well-matched landing page to beat the homepage.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-directing-ads-traffic-to-the-homepage-boosts-conversions-and-revenu/).
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.