HSA/FSA eligibility in the homepage hero: +12.1% conversions, unproven
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsTelling homepage visitors they could pay with HSA/FSA funds lifted conversion rate by 12.1% and revenue per visitor by 15.4%, but the result was not statistically significant.
Clean Commit ran this test for an anonymized Shopify store selling health products and published it in its A/B test library.
We count it as inconclusive: a promising signal, not a proven win.
- Conversion rate: +12.1%, with a 90.1% probability of beating the original across 53,861 visitors. That is below the usual bar for significance, so treat it as inconclusive.
- Revenue per visitor: +15.4%, and orders: +10.7%.
- Add-to-cart rate: +6.9%, and average order value: +3.6%.
- Desktop conversion rose 35.1%, but only 2,213 desktop visitors saw the test, so that figure is shaky.
The change
The hero and a new promo banner say products can be paid for with HSA/FSA funds.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage hero said nothing about how customers could pay.
Variant
The hero added a message that products were eligible for HSA/FSA payment, and a promo banner repeated it. The change ran on desktop and mobile.
Why it likely came out this way
Our reading of the result, not the practitioner's claim.
- Many shoppers do not know health products can be bought with pre-tax HSA/FSA money. Saying so lowers the felt price.
- Putting the message in the hero means nearly every visitor sees it before browsing.
- Repeating it in a banner may have reinforced the point for visitors who skipped the hero.
Caveats: The test did not reach statistical significance, and the agency labeled it a positive signal. Test duration was not shared.
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 tell homepage visitors our products qualify for HSA/FSA payment, then conversion rate will rise because the purchase feels cheaper when paid with pre-tax funds.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Average order value
- Who should test it
- US stores whose products genuinely qualify for HSA/FSA spending, such as health devices and supplies. It will not apply to stores outside the US or to products that are not eligible.
Questions
Should I mention HSA/FSA eligibility on my store?
If your products qualify, it is worth testing.
In this test the message lifted conversion rate by 12.1%, though the result was not statistically significant.
Where should HSA/FSA messaging go?
This store put it in the homepage hero and repeated it in a promo banner, so most visitors saw it early.
Was this result proven?
No. The variant had a 90.1% probability of beating the original, which falls short of significance, so it is a strong hint rather than proof.
Similar tests
@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon@oliverkenyon
@DaveDiederen