Category quick links for new homepage visitors: +7.1% revenue
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsShowing category quick links on the homepage to new visitors only lifted revenue by 7.1% for DIME Beauty.
Visually ran the test and published it as a case study.
- Revenue: +7.1% for the variant.
- The change was personalized: only new visitors saw the links.
- No conversion rate, sample size or confidence level was shared.
The change
New visitors see a row of category shortcuts on the homepage.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage with no category shortcuts.
Variant
New visitors saw a row of category quick links on the homepage. Returning visitors saw the usual page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- New visitors don't know the range yet. Shortcuts show what the brand sells at a glance.
- Quick links cut the steps between landing and a relevant product list.
- Returning visitors, who already know their way around, were left alone.
Caveats: Only new visitors saw the change. Visually doesn't share the sample size, test length or statistical significance, and the figure comes from the vendor's own marketing.
Who ran it
Visually ran this test for DIME Beauty and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we show new visitors category quick links on the homepage, then revenue will rise because first-time shoppers find the right products faster.
- Primary metric
- Revenue per new visitor
- Guardrails
- Conversion rate
- Homepage bounce rate
- Who should test it
- Stores with several distinct categories and a steady flow of first-time visitors. A one-product store gains little from category links.
Questions
Why show quick links only to new visitors?
New visitors are still learning what you sell.
Returning visitors often know where they're going, so extra links may just add clutter for them.
Where should homepage quick links go?
Usually near the top, so they're seen without scrolling.
The case study doesn't say exactly where DIME placed them.
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