# 'How It Works' homepage section: +10% conversion, not significant

- Outcome: Flat / inconclusive
- Page type: Homepage (Ecommerce)
- Elements: Benefit, problem, how-it-works & results sections, Social proof, authority & press
- 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/enhanced-homepage-how-it-works-section/
- Page: https://liftarchive.com/test/cc-enhanced-homepage-how-it-works-section/

Adding 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.

## Result

**+10% conversion, not significant**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-enhanced-homepage-how-it-works-section/).
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.