USP bar under the homepage header: +30.9% conversions
Commentary byLiftArchiveOur analysis, not theirsAdding a bar of key selling points just below the homepage header lifted conversions by 30.9% for CORGI HomePlan, a UK boiler and home cover insurer.
Worship Digital ran this test for CORGI HomePlan, and it was published as a VWO case study.
The variant beat the control across all devices and most user types.
- Conversions: +30.9%.
- The variant beat the control on every device type and for most user types.
- No sample size, duration or confidence level is shared.
The change
Bar of key selling points added under the header
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage did not show CORGI's main selling points up front. Points such as no hidden fees appeared on other pages, often low down where few visitors scrolled.
Variant
A bar of selling points, such as no hidden fees and fast service, was added under the header so every visitor saw it.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Research showed visitors distrusted competitors on transparency, so 'no hidden fees' spoke to a real worry.
- Scroll maps showed only about a third of mobile users reached the value proposition on product pages. A bar under the header can't be missed.
- Survey answers named fast service and reliability as top concerns, so the bar led with what visitors cared about.
Caveats: The case study does not share sample size, duration or significance.
Who ran it
Worship Digital ran this test and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Worship Digital →
How to run this test on your site
- Hypothesis
- If we add a short bar of our key selling points right under the header, then more visitors will sign up because every visitor sees the reasons to choose us.
- Primary metric
- Policy sign-ups or quote completions
- Guardrails
- Click-through from homepage to product pages
- Bounce rate
- Mobile conversion rate
- Who should test it
- Insurance, home services and other lead-gen businesses with clear advantages that visitors miss because they sit low on the page. It helps less if your selling points are already prominent or not different from competitors.
Questions
What is a USP bar?
A thin strip near the top of a page listing a few key reasons to choose you, such as no hidden fees or fast service. It makes sure every visitor sees them.
Which selling points should go in the bar?
The ones that answer visitors' biggest worries. CORGI HomePlan picked them using surveys and scroll data.