AFTCO conservation messaging site-wide: +0.7% conversion, flat
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding conservation pledge messaging across the AFTCO site left conversion rate flat (+0.7%), while revenue per visitor rose 5.0% without reaching significance.
Clean Commit ran this test for AFTCO, a fishing apparel brand, and published it in its A/B test library.
Several changes shipped together on the homepage, product pages, checkout and navigation, so the result can't be credited to any one of them.
- Conversion rate: +0.7% across 92,383 visitors, so the messaging made no clear difference to how many people bought.
- Revenue per visitor: +5.0%, the main metric, with a 79.1% probability of beating the original. Not significant.
- Average order value: +4.2%, while orders fell 0.8%.
- Desktop moved most, with average order value up 13.9% and bounce rate down 6.8%.
- Inconclusive overall: no gain reached significance in 18 days.
The change
Homepage view: the variant adds conservation icon blocks and a nav category.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The site carried no messaging about the brand's conservation pledge.
Variant
Conservation messaging was added in four places: three icon blocks on the homepage, a badge with tooltip on product pages, trust icons at checkout, and a Conservation category in the navigation.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Values messaging may matter to loyal fans who already know the brand, but it rarely decides whether a new visitor buys.
- Spreading the message across four places made it consistent, but each placement may have been easy to skim past.
- The larger orders could hint that buyers felt better about spending more, but that reading needs a retest.
Caveats: Several messaging changes across the homepage, product pages, checkout and navigation were tested together, so no single element can take the credit. The revenue gain did not reach significance over 18 days.
Who ran it
Clean Commit ran this test for AFTCO 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 show our conservation pledge consistently across the site, then shoppers will convert at higher rates and spend more because shared values build trust.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Checkout completion rate
- Bounce rate
- Who should test it
- Brands with a real, specific cause that their customers care about, such as outdoor or fishing gear tied to conservation. Test placements one at a time if you want to know which one works; vague or generic claims are unlikely to move anyone.
Questions
Does mission or values messaging increase conversion?
In this test it did not change how many people bought.
Revenue per visitor rose a little, but not by a reliable amount.
Where should I show a brand pledge?
AFTCO tested the homepage, product pages, checkout and navigation all at once.
To learn which spot matters, test them one at a time.
Why test a sitewide change as one package?
It shows the combined effect quickly. The downside is that you can't tell which part helped or hurt.
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