Above-fold USPs picked from heatmaps: +7.28% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsAdding the selling points buyers engaged with on heatmaps to the above-the-fold USPs lifted revenue per visitor by 7.28%. Dave Diederen ran this three-way test, where conversion rate rose 6.23%. A second variant that swapped out the existing USPs instead did worse than the control.
- Conversion rate: 2.86% to 3.04% (+6.23%), range +2% to +37%.
- Revenue per visitor: $2.99 to $3.21 (+7.28%), range +4% to +53%. The tool estimated about $7,604 extra per month.
- Profit per visitor: $2.24 to $2.35 (+4.83%).
- Average order value: no change.
- The variant that changed the existing USPs lost: 2.52% conversion and $2.57 revenue per visitor.
The change
Heatmap-backed selling points added to the above-the-fold USPs
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The product page showed a small set of USPs above the fold, chosen around what the brand thought mattered.
Variant
The winning variant kept the original few USPs and added more, based on sections heatmaps showed buyers scrolling to and returning from before purchase. A second variant changed the current USPs instead.
Why it likely won
Our reading of the result, not the practitioner's claim.
- buyers were scrolling down for certain points and then back up to buy, so bringing those points up saved the trip.
- adding to the original USPs kept what already worked, while replacing them lost it.
- the USPs reflected real buyer behaviour rather than internal guesses.
Caveats: The confidence ranges are wide, and sample size and duration were not shared. The exact USP wording was not shown.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we add the selling points buyers engage with on heatmaps to the above-the-fold USPs, then revenue per visitor will rise because key purchase info is no longer buried down the page.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Average order value
- Profit per visitor
- Who should test it
- Stores with enough traffic for heatmap and scroll data, where buyers scroll down and back before buying. Without that behaviour data, you are back to guessing.
Questions
How do I choose which USPs go above the fold?
Look at what buyers actually engage with, such as sections they pause on or scroll back from, using heatmaps. In this test that lifted revenue per visitor 7.28%.
Should I replace my existing USPs or add to them?
Here, adding to the original few won while changing them lost to the control. Keep what works and add what buyers look for.
What heatmap signals point to buried information?
Shoppers who scroll far down, spend time on certain messaging, then scroll back up to buy. That pattern drove this test.
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