# Streamlined mobile homepage for new visitors: +26.2% revenue/visitor

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Layout, fonts & visual design
- Test run by: [Great Jones](https://liftarchive.com/practitioners/great-jones/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.shoplift.ai/case-studies/great-jones
- Page: https://liftarchive.com/test/great-jones-mobile-homepage-new-visitors/

A 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.

## Result

**+26.2% revenue/visitor**

- 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)

- 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.

## How to run this test

- 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)
- Guardrail: Returning visitor conversion rate
- Guardrail: Homepage bounce rate
- Guardrail: 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.

---

Credit: Great Jones ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/great-jones-mobile-homepage-new-visitors/).
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.