Homepage CTA changed to "Shop Now": +8.15% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsReplacing creative homepage button copy with "Shop Now" raised revenue per visitor by 8.15% and conversion rate by 4.99%. Dave Diederen ran this test. Average order value rose 3.00% as well.
- Revenue per visitor rose 8.15% (€3.10 to €3.35), about €36,543 a month by the dashboard's estimate.
- Conversion rate rose 4.99% (4.82% to 5.06%), about 349 extra orders a month.
- Average order value rose 3.00% (€64.25 to €66.18).
- The ranges dip slightly below zero (-2% to +20% on revenue per visitor), so the lift is likely but not certain.
The change
Creative button copy is replaced with "Shop Now".
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage buttons used creative copy. Dave Diederen mentions lines like "Explore the Collection" and "Discover Your Style" from past tests; the exact control copy in this test was not shown.
Variant
The homepage button copy was changed to "Shop Now".
Why it likely won
Our reading of the result, not the practitioner's claim.
- visitors know they are in a store, so a plain label tells them exactly what happens next.
- creative copy makes shoppers stop and interpret the button.
- images and headlines do the persuading; the button just needs to be clear.
Caveats: Sample size and duration were not shared. The exact control copy was not shown, and this is one store priced in euros.
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 change homepage button copy to "Shop Now", then more visitors will click through and buy because the next step is obvious.
- Primary metric
- Revenue per visitor
- Guardrails
- Homepage click-through rate
- Average order value
- Bounce rate
- Who should test it
- Stores whose homepage buttons use clever or brand-voice copy. If yours already say "Shop Now" or name the product clearly, there is little to gain.
Questions
Is "Shop Now" a good CTA for an ecommerce homepage?
In this test it beat creative copy. Revenue per visitor rose 8.15% and conversion rate rose 4.99%.
Does creative button copy hurt conversion?
It did here. Dave Diederen says "Shop Now" has beaten creative lines in their tests.
Where should I put creative copy instead?
Use headlines and images to build interest, and keep the button plain.
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