Intro text matched to chosen use case: +12.2% orders
Test run byConversion FanaticsCRO agency
Commentary byLiftArchiveOur analysis, not theirsChanging the catalog intro to match the use case a shopper picked lifted completed orders by 12.2% and revenue per visitor by 37.5%.
Conversion Fanatics ran this test for an online store selling products for several use cases, such as healthcare and education. Phone calls also rose 45.1%.
- Completed orders: up 12.2%.
- Revenue per visitor: up 37.5%.
- Phone calls: up 45.1%, a sign buyers felt ready to talk to sales.
- Cart page visits up 24.4% and checkout page visits up 21.4%. Product page visits rose only 1.5%.
The change
The intro text and image change to match the chosen use case.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A catalog page that showed the same intro text whichever use case the shopper filtered by.
Variant
The intro text, along with an image, changed to match the use case the shopper selected, such as education or healthcare.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Text that names the buyer's own field helps them picture the product in use.
- Matching the message to the filter confirms the shopper is in the right place.
- Buyers for schools or clinics often order in larger amounts, which may explain why revenue per visitor rose more than orders.
Caveats: No sample size, duration or confidence level was shared. The variant changed images as well as text.
Who ran it
Conversion Fanatics ran this test for an online store selling products for several use cases such as healthcare and education and published the results (Conversion Fanatics blog case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Conversion Fanatics →
How to run this test on your store
- Hypothesis
- If we change the catalog intro to match the use case a shopper selects, then more will order because they can see the products fit their needs.
- Primary metric
- Completed orders per visitor
- Guardrails
- Revenue per visitor
- Phone or quote requests
- Catalog bounce rate
- Who should test it
- Stores that sell the same products to several industries or use cases and already let shoppers filter by them. A store with one type of buyer gains little from this.
Questions
Does personalizing catalog text by industry increase sales?
In this test it did: orders rose 12.2% and revenue per visitor 37.5% when the intro matched the chosen use case.
Can personalization raise phone calls as well as orders?
Yes. Calls rose 45.1% here, so count calls and quote requests as conversions if your buyers often order by phone.
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