# Intro text matched to chosen use case: +12.2% orders

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Headlines, product titles & copy, Filters, sorting & site search
- Date shared: 2016-07
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/increasing-conversions-by-providing-a-better-on-site-experience/
- Page: https://liftarchive.com/test/cf-catalog-use-case-specific-blurb/

Changing 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%.

## Result

**+12.2% orders**

- 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%.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Phone or quote requests
- Guardrail: 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.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cf-catalog-use-case-specific-blurb/).
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.