# Homepage redesign with new hero and benefit tiles: +8.0% conversions

- Outcome: Flat / inconclusive
- Page type: Homepage (Ecommerce)
- Elements: Layout, fonts & visual design, Hero & above-the-fold section, 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-redesign-boosts-engagement-and-conversions/
- Page: https://liftarchive.com/test/cc-homepage-redesign-boosts-engagement-and-conversions/

A homepage redesign with a new hero, restyled collection sliders and benefit tiles moved higher showed an 8.0% lift in conversion rate. Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library. We count it as inconclusive: with 5,092 visitors, the variant had only a 76.8% probability of beating the original.

## Result

**+8.0% conversions**

- Conversion rate: +8.0%, with a 76.8% probability of beating the original. Not statistically significant.
- Revenue per visitor: +8.6%, and orders: +9.1%, both directional only.
- Bounce rate: -10.4%, and add-to-cart rate: +5.5%.
- Mobile drove the gain, with conversion rate up 11.6%. On desktop, revenue per visitor fell 12.9% as order value dropped, a negative result.

## Control

The store's original homepage layout, with its existing hero, collection sliders and benefit tiles lower on the page.

## Variant

Several changes shipped together: side margins, a new hero text overlay with an auto-rotating image, restyled slider titles, gray backgrounds behind product images, a highlighted selling point under the hero and benefit tiles moved up.

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

- Moving the benefit tiles and a key selling point near the top may have answered early questions faster.
- Smaller slider cards on mobile let shoppers see more products per swipe, which fits the mobile-led gain.
- Because many changes went live at once, no single element can be credited for the lift.
- The small sample leaves room for chance to explain much of the difference.

## Caveats

This was a bundle of design changes tested together, so the result can't be credited to one element. With 5,092 visitors it did not reach significance, and desktop revenue per visitor fell 12.9%.

## How to run this test

- Hypothesis: If we bring our benefits and main selling point higher on the homepage and simplify the hero, then conversion rate will rise because visitors understand the offer before they scroll away.
- Primary metric: Conversion rate
- Guardrail: Revenue per visitor by device
- Guardrail: Average order value
- Guardrail: Bounce rate
- Who should test it: Stores whose homepage gets a large share of traffic and buries its benefits below the fold. If your homepage gets little traffic, a redesign like this will take a long time to read.

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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-redesign-boosts-engagement-and-conversions/).
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.