Streamlined mobile homepage for new visitors: +26.2% revenue/visitor
Commentary byLiftArchiveOur analysis, not theirsA streamlined mobile homepage built for new visitors lifted revenue per visitor by 26.2% at cookware brand Great Jones.
Great Jones's in-house team ran the test, which was published as a Shoplift case study.
The case study does not say what was changed on the page.
- Revenue per visitor: +26.2% for the streamlined homepage.
- No sample size, duration or confidence level was shared.
- This was the brand's first test on the platform, launched within about a day.
Control
Great Jones's original mobile homepage.
Variant
A simpler mobile homepage designed for first-time visitors, many of them arriving from paid ads and influencer posts.
Why it likely won
Our reading of the result, not the practitioner's claim.
- New visitors from ads and influencers don't know the range yet, so a simpler page may get them to products faster.
- On a small screen, fewer sections means less scrolling before the first useful click.
- A page built for one audience can speak to that audience's questions instead of everyone's.
Caveats: The source does not describe the specific changes, sample size or duration, so this result can't be tied to any one element. The figure is reported in a vendor case study.
Who ran it
Great Jones ran this test for Great Jones and published the results (Shoplift case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Great Jones →
How to run this test on your store
- Hypothesis
- If we simplify our mobile homepage for first-time visitors, then revenue per visitor will rise because new shoppers reach the right products with less effort.
- Primary metric
- Revenue per visitor (new mobile visitors)
- Guardrails
- Returning visitor conversion rate
- Homepage bounce rate
- Average order value
- Who should test it
- Brands with lots of new mobile traffic from paid social or influencers. It may matter less if most of your traffic is returning customers who know what they want.
Questions
Should my homepage be different for new visitors?
It can help. Great Jones saw a 26.2% revenue per visitor lift from a streamlined mobile homepage aimed at new visitors.
What does a streamlined homepage mean?
Usually fewer sections and a clearer path to products.
Great Jones did not publish its exact changes, so treat this as a direction to test, not a template.
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