Fracture mobile homepage rebuild: 2x transactions
Test run bySurefootCRO agency
Commentary byLiftArchiveOur analysis, not theirsFracture's rebuilt mobile homepage, which explained the product above the fold and showed real customer prints, doubled transactions compared with the old design.
Add-to-carts rose 89% and photo uploads rose 78%.
Surefoot ran this test for Fracture and published it as a case study; several homepage changes were tested together.
- Transactions: 2x the old homepage.
- Add-to-carts: up 89%.
- Photo uploads: up 78%.
- Reported as statistically significant, tracked in Convert and checked against GA4 and BigQuery.
- This was a bundled redesign, so the lift belongs to the package of changes, not any one element.
The change
Hero, value prop, UGC carousel, product cards and CTA all rebuilt together
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A mobile homepage with the value proposition below the fold. The main upload button gave little context, and text links sat apart from the images they described.
Variant
Hero copy that plainly said what Fracture makes, with the value proposition above the fold and a carousel of real customer prints. Product cards were redesigned and the main button led straight into the photo upload flow.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Interviews showed most new customers had never bought a glass print. Saying what the product is, right at the top, answered their first question.
- Real customer prints show what the finished product looks like, which matters for a gift people can't touch before buying.
- Pointing the main button at the upload flow gave visitors a clear next step instead of a general shop link.
Caveats: Bundled test: hero copy, value proposition placement, a UGC carousel, product cards and the main CTA all changed together. Sample size and duration were not stated in the case study text.
Who ran it
Surefoot ran this test for Fracture and published the results (Surefoot case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Surefoot →
How to run this test on your store
- Hypothesis
- If we state plainly what we sell above the fold on mobile, show real customer results and point the main button at the first step of buying, then more first-time visitors will buy because they understand the product sooner.
- Primary metric
- Mobile transactions from homepage visitors
- Guardrails
- Add-to-cart rate
- Bounce rate on the homepage
- Revenue per visitor
- Who should test it
- Brands selling an unfamiliar or new-category product, especially with mostly mobile traffic. Brands with well-known products may gain less from teaching-first copy.
Questions
What should a mobile homepage hero say?
It should tell a first-time visitor what you sell and why it is worth it in a few words.
This matters most when the product is new to most buyers.
Does user-generated content help homepage conversion?
It can, because it shows real results. In Fracture's test the UGC carousel was one of several changes, so its own share of the lift is unknown.
Should the homepage CTA go to a shop page or a specific flow?
If buying starts with a specific action, like uploading a photo, sending visitors straight there can cut a step.
Fracture's main button moved from a generic link to the upload flow.
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