# Fracture mobile homepage rebuild: 2x transactions

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Hero & above-the-fold section, UGC & product video, Product cards & quick add
- Test run by: [Surefoot](https://liftarchive.com/practitioners/surefoot/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://surefoot.me/case-studies/fracture
- Page: https://liftarchive.com/test/fracture-mobile-homepage-rebuild/

Fracture'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.

## Result

**2x transactions**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Add-to-cart rate
- Guardrail: Bounce rate on the homepage
- Guardrail: 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.

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Credit: Surefoot ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/fracture-mobile-homepage-rebuild/).
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.