Swapping a featured homepage product: +5.6% conversion, early signal
Test run byClean CommitCRO agency
Commentary byLiftArchiveOur analysis, not theirsReplacing one product card in the homepage Buy Now section with a product the store wanted to promote raised conversion rate by 5.6% and revenue per visitor by 8.0%.
Clean Commit ran this test for an anonymized Shopify store and published it in its A/B test library.
It is an early signal: the test ran 11 days and had a 71.1% probability of beating the original.
- Conversion rate: +5.6%, with a 71.1% probability of beating the original. Not significant.
- Revenue per visitor: +8.0%.
- Add-to-cart rate: +7.1% and orders +4.0%.
- Click-through rate: -0.2%. Browsing barely changed.
The change
One card in the Buy Now section shows a different product, same styling.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage Buy Now section showed the store's original set of product cards.
Variant
One card was swapped for a product the store wanted to push. Its image, name, price and Buy Now button matched the styling of the other cards.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The promoted product may simply suit more homepage visitors than the one it replaced.
- Clicks stayed flat while purchases rose, which suggests the new product was more likely to be bought once seen.
- Desktop gains looked larger but came from only 1,555 visitors, so they say little.
Caveats: 38,732 visitors over 11 days, with a 71.1% probability of beating the original. Treat it as an early signal, not proof.
Who ran it
Clean Commit ran this test for a Shopify store (anonymized) and published the results (Clean Commit A/B test library). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Clean Commit →
How to run this test on your store
- Hypothesis
- If we feature a different product in the homepage Buy Now section, then conversion rate will rise because more visitors see a product they are likely to buy.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Sales of the product removed
- Who should test it
- Stores with a homepage product section and a candidate product that sells well once seen. Run it for at least two full weeks, since product swaps can be swayed by short-term demand.
Questions
Is it worth A/B testing which products appear on the homepage?
Yes, it is cheap to run. Here one swap lifted conversion 5.6%, though the result was not yet confirmed.
How long should a homepage product test run?
At least two full weeks, to cover weekday and weekend shoppers.
This test ran 11 days, which is why it counts as an early signal.
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