# Offers and shorter path for returning visitors: +39.3% conversion

- Outcome: Flat / inconclusive
- Page type: Homepage (Ecommerce)
- Elements: Layout, fonts & visual design, Pricing, discounts & savings display
- Test run by: [Clean Commit](https://liftarchive.com/practitioners/clean-commit/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://cleancommit.io/ab-tests/personalized-homepage-layout-for-returning-visitors/
- Page: https://liftarchive.com/test/cleancommit-personalized-homepage-layout-for-returning-visitors/

Showing returning visitors highlighted offers and a shorter path to buy on the homepage came with a 39.3% rise in conversion rate, though the result was not significant. Clean Commit ran this test for an anonymized Shopify store and labelled it a positive signal. The same page also reports a 29.9% lift, so we treat the result as inconclusive.

## Result

**+39.3% conversion**

- Conversion rate: +39.3% in the headline, but +29.9% in the results breakdown. The figures conflict and neither was significant.
- Revenue per visitor: +44.3%, and revenue: +31.84%.
- Add-to-cart rate: +22.0%, click-through rate: +15.1%, and average order value: +5.5%.
- All metrics moved in the same direction, which is encouraging but not proof.

## Control

Returning visitors saw the standard homepage.

## Variant

Returning visitors saw highlighted product offers and a shorter path to purchase.

## Why it likely came out this way (our reading)

- Returning visitors often already know what they want, so putting offers up front cuts the steps to buy.
- Highlighted deals give a reason to act on a return visit rather than browse again.
- Without significance and with inconsistent figures, some of the lift may be noise.

## Caveats

Not statistically significant, and the source gives two different conversion lifts (+39.3% and +29.9%). Its takeaways also mention new visitors, though the change was described for returning visitors. Sample size and duration were not shared.

## How to run this test

- Hypothesis: If we show returning visitors highlighted offers and a shorter path to buy, then conversion rate will rise because they can act on intent they already have.
- Primary metric: Conversion rate for returning visitors
- Guardrail: Average order value
- Guardrail: Discount cost per order
- Guardrail: Revenue per visitor
- Who should test it: Stores with many repeat visitors, such as those selling consumables or running regular promotions. It will matter less if most traffic is first-time visitors from ads.

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Credit: Clean Commit ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/cleancommit-personalized-homepage-layout-for-returning-visitors/).
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.