# USP bar under the homepage header: +30.9% conversions

- Outcome: Won
- Page type: Homepage (Lead-gen)
- Elements: Value proposition, USP bars & benefit icons
- Test run by: [Worship Digital](https://liftarchive.com/practitioners/worship-digital/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/worship-digital/
- Page: https://liftarchive.com/test/corgi-homeplan-homepage-usp-bar/

Adding 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.

## Result

**+30.9% conversions**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Click-through from homepage to product pages
- Guardrail: Bounce rate
- Guardrail: 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.

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Credit: Worship Digital ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/corgi-homeplan-homepage-usp-bar/).
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.