# Homepage rebuilt around product clarity: +11.0% conversion rate

- Outcome: Flat / inconclusive
- Page type: Homepage (Ecommerce)
- Elements: Hero & above-the-fold section, Headlines, product titles & copy, Benefit, problem, how-it-works & results sections
- 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-redesigned-around-product-clarity/
- Page: https://liftarchive.com/test/cc-homepage-redesigned-around-product-clarity/

A homepage redesigned around a shorter benefit headline, a product image and highlighted reviews showed an 11.0% rise 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: across 23,885 visitors the variant had only a 68.1% probability of beating the original, and click-through rate fell.

## Result

**+11.0% conversion rate**

- Conversion rate: +11.0%, with a 68.1% probability of beating the original. Far from significant.
- Revenue per visitor: +21.4%, and average order value: +9.4%, both directional only.
- Click-through rate: -15.5%, a negative result. This was the metric the hypothesis targeted.
- Bounce rate: +6.1%, also negative, so fewer visitors moved past the homepage.

## Control

The original homepage, with a longer hero message and animations running on the page.

## Variant

A bundle of changes: a shorter benefit-led hero headline beside a product image, a higher-contrast call to action, highlighted reviews, a swipeable 'How it works' carousel, compact product cards with category buttons and animations paused.

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

- A clearer product message may have helped visitors who were already close to buying.
- Compact cards and category buttons may have changed how people browsed, which could explain fewer clicks.
- With many changes shipped together and a low probability, chance may explain much of the gap.

## Caveats

Several changes went live at once, so no single element gets the credit. The result was far from significance, and click-through and bounce rate both moved the wrong way.

## How to run this test

- Hypothesis: If we shorten the hero to one clear benefit and show the product beside it, then click-through rate will rise because visitors understand the product faster.
- Primary metric: Click-through rate from the homepage
- Guardrail: Conversion rate
- Guardrail: Bounce rate
- Guardrail: Revenue per visitor
- Who should test it: Stores where first-time visitors don't grasp what the product is from the homepage. If your product is already obvious, the gain is likely small.

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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-redesigned-around-product-clarity/).
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.