# Benefit-led homepage headline: +2.6% conversion rate

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Hero & above-the-fold section, Headlines, product titles & copy
- Date shared: 2026
- Test run by: [Visually](https://liftarchive.com/practitioners/visually/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://visually.io/public/case-studies/chene
- Page: https://liftarchive.com/test/chene-gear-benefit-led-homepage-headline/

Replacing a branded homepage headline with a clearer one about what the product does for the buyer lifted conversion rate by 2.6%. Visually ran this A/B test for Chêne Gear, a hunting apparel brand. The exact headline wording was not shared.

## Result

**+2.6% conversion rate**

- Conversion rate: +2.6% against the branded headline.
- A small lift, but it came from changing only a few words in one spot.
- Sample size and confidence were not shared, and a lift this small needs a lot of traffic to confirm.

## Control

The homepage hero used a branded headline that leaned on the company's identity.

## Variant

The hero headline was rewritten to state the benefit and value of the products in plain terms.

## Why it likely won (our reading)

- New visitors don't yet know the brand, so a branded line tells them little about why to stay.
- A benefit headline answers the first question a visitor has: what's in it for me.
- Clear copy at the top can send more people on to collection and product pages.

## Caveats

Visually published this as its own case study and did not share the sample size, test length or confidence level.

## How to run this test

- Hypothesis: If we replace our branded hero headline with one that states the main benefit of our products, then more visitors will buy because they will understand the value faster.
- Primary metric: Conversion rate
- Guardrail: Homepage bounce rate
- Guardrail: Click-through from the hero
- Guardrail: Revenue per visitor
- Who should test it: Stores whose homepage headline is a slogan or brand line and that get many first-time visitors. Brands with a well-known name and mostly returning buyers may see little change.

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Credit: Visually ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/chene-gear-benefit-led-homepage-headline/).
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.