'How It Works' homepage section: +10% conversion, not significant
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a homepage section that explained how the product works, next to athlete photos and testimonials, came with a 10.0% rise in conversion rate and a 16.2% rise in add-to-cart rate.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
The agency called it a positive signal, not a significant win, so we treat it as inconclusive.
- Conversion rate: +10.0%, but not statistically significant, so treat it as a signal.
- Add-to-cart rate: +16.2%, pointing the same way.
- Revenue: +2.42%, a much smaller gain than the conversion number suggests.
- Bounce rate: +1.5%, a slight move in the wrong direction.
The change
The variant adds athlete testimonials and a 'How It Works' explainer to the homepage.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage had no section explaining what the product does or how it works.
Variant
A new homepage section combined athlete images and testimonials with a short 'How It Works' explanation of the product.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Shoppers who don't understand a product are unlikely to buy it, and the new section answered that question on the first page they saw.
- Athlete photos and testimonials gave the explanation credibility from people the audience may trust.
- The agency says most of the gain came on mobile, where a compact explainer may be easier to take in than long product pages.
Caveats: The result was not statistically significant, and the agency did not share a sample size or duration. The revenue change of +2.42% was listed without further detail.
Who ran it
Clean Commit ran this test for a Shopify store (anonymized) and published the results (Clean Commit A/B test library). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Clean Commit →
How to run this test on your store
- Hypothesis
- If we add a homepage section that explains how our product works, backed by testimonials, then conversion rate will rise because shoppers will understand the product and trust it sooner.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Bounce rate
- Who should test it
- Stores selling a new or unfamiliar product that needs explaining before people buy. Stores selling familiar items, like basic apparel, will likely see less effect.
Questions
Should a homepage explain how the product works?
If the product is new or unusual, it is worth testing.
In this test, a short explainer with testimonials came with a 10.0% conversion lift, though it was not significant.
Was this a proven win?
No. The agency labeled it a positive signal, and revenue rose only 2.42%.
It is a reason to run your own test, not proof.
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