# HSA/FSA eligibility in the homepage hero: +12.1% conversions, unproven

- Outcome: Flat / inconclusive
- Page type: Homepage (Ecommerce)
- Elements: Hero & above-the-fold section, Pricing, discounts & savings display, Announcement bars
- 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/highlighting-hsafsa-eligibility-boosts-homepage-conversion-and-revenue/
- Page: https://liftarchive.com/test/cc-highlighting-hsafsa-eligibility-boosts-homepage-conversion-and-reve/

Telling 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.

## Result

**+12.1% conversions, unproven**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: 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.

---

Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-highlighting-hsafsa-eligibility-boosts-homepage-conversion-and-reve/).
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.