# Mobile homepage rework with brands, free shipping, new CTA: +200% CR

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: USP bars & benefit icons, Add-to-cart & CTA buttons, Hero & above-the-fold section
- Test run by: [Hit Search](https://liftarchive.com/practitioners/hit-search/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/elegent-steps/
- Page: https://liftarchive.com/test/elegant-steps-mobile-homepage-usps-brands-cta/

A reworked mobile homepage for Elegant Steps, a UK wedding shoe retailer, tripled mobile conversion rate (+200%) and cut bounce rate by almost half. Hit Search, the brand's digital marketing agency, ran the test, and it was published as a VWO case study. Four changes shipped together, so the result can't be credited to any single one.

## Result

**+200% CR**

- Mobile conversion rate: +200%, roughly three times the original rate.
- Bounce rate: down almost 50%.
- Bundled: four changes went live together, so we can't tell which mattered most.
- Context: before the test, mobile converted at about 0.6% against 2% on desktop, so the starting point was low.

## Control

On mobile, the Shop by Brand section sat far down the page and the free shipping message was below the fold. The hero button read "Shop Wedding Shoes" and the hero text was hard to read against its background.

## Variant

Shop by Brand moved higher and Free Shipping appeared above the fold. The button changed to "Find my new wedding shoes" and the hero text color was changed so it stood out.

## Why it likely won (our reading)

- Free shipping shown early answers a common cost worry before shoppers even start browsing.
- Well-known shoe brands near the top give brides-to-be familiar names to trust.
- Hero text that can actually be read, plus a more personal button, may simply make the first screen work.

## Caveats

Four changes were bundled and the test was mobile only. It ran less than a month and Hit Search set VWO's Bayesian engine to high-certainty mode, but sample size was not shared; a lift this large from a low base deserves a retest.

## How to run this test

- Hypothesis: If we show our key selling points and trusted brands on the first mobile screen and make the hero readable, then more mobile visitors will buy, because they see reasons to trust us before they scroll.
- Primary metric: Mobile conversion rate
- Guardrail: Mobile bounce rate
- Guardrail: Revenue per mobile visitor
- Guardrail: Desktop conversion rate (should be unaffected)
- Who should test it: Stores whose mobile conversion lags well behind desktop and whose key selling points or stocked brands sit below the fold. To learn which change matters, test them one at a time; if your mobile homepage already leads with USPs, expect less.

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Credit: Hit Search ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/elegant-steps-mobile-homepage-usps-brands-cta/).
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.