# Benefit statements in the homepage hero: +7.7% conversions, unproven

- Outcome: Flat / inconclusive
- Page type: Homepage (Ecommerce)
- Elements: Hero & above-the-fold section, Headlines, product titles & copy, USP bars & benefit icons
- 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/homepage-hero-benefits/
- Page: https://liftarchive.com/test/cc-homepage-hero-benefits/

Replacing generic homepage hero icons with short benefit statements lifted conversion rate by 7.7%, but the variant had only a 58.7% probability of beating the original. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. We count it as inconclusive: it is a very early signal, and mobile revenue per visitor fell.

## Result

**+7.7% conversions, unproven**

- Conversion rate: +7.7%, but only a 58.7% probability of beating the original, which is close to a coin flip.
- Revenue per visitor: +3.4%, and orders: +6.3%.
- Add-to-cart rate: -7.0%, a negative result. Mobile revenue per visitor also fell 6.7%.
- Desktop looked stronger, with conversion rate up 17.0% on 1,934 desktop visitors. Click-through rose 8.3% and bounce rate fell 4.0%.

## Control

The homepage hero used generic icons and utility messages about shipping and returns.

## Variant

The hero gave short benefit statements on what the product is and the problem it solves, with one main call to action. Shipping, returns and payment messages moved into a new section near the product cards.

## Why it likely came out this way (our reading)

- Visitors may grasp the product faster when the hero explains what it does rather than listing store policies.
- Moving shipping and returns details next to the products puts that reassurance where people decide to buy.
- The mixed mobile results and low probability suggest the true effect could be small or zero.

## Caveats

The test was an early read and did not reach significance. Mobile revenue per visitor fell 6.7%, and total sample size and duration were not shared.

## How to run this test

- Hypothesis: If we replace hero icons with benefit statements and move shipping and returns messages near product cards, then conversion rate will rise because visitors understand the product faster and still see reassurance when deciding.
- Primary metric: Conversion rate
- Guardrail: Add-to-cart rate
- Guardrail: Mobile revenue per visitor
- Who should test it: Stores selling a product that needs explaining, where new visitors may not know what it does. If your product is familiar, a benefit-led hero may add little.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cc-homepage-hero-benefits/).
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.