Green USP icons with two-line copy: CVR 2.64% to 3.18%
Commentary byLiftArchiveOur analysis, not theirsRestyling four homepage USPs with bright green icons and a two-line format lifted ecommerce conversion rate from 2.64% to 3.18%, and USP interaction from 0.26% to 2.28%.
Wingify Services ran this 15-day desktop test for GRENE, a Polish agricultural supplies retailer, and it was published as a VWO case study.
Color and copy changed together, so the result can't be credited to one of them.
- USP interaction: 0.26% to 2.28%, at a reported 100% confidence.
- Ecommerce conversion rate: 2.64% to 3.18% over the same period.
- No confidence level was given for the conversion rate change.
The change
Plain USPs got bright green icons and a keyword-plus-detail layout.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Four USPs sat above the fold on the desktop homepage. They looked plain and drew little attention.
Variant
USP icons were shown in bright green. Each USP was split into two lines: a keyword first, then a short supporting detail.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Bright green icons stood out from the plain control and pulled the eye to the benefits.
- A keyword line followed by detail is quicker to scan than one block of text.
- Clearer benefits near the top may have answered buyer questions earlier in the visit.
Caveats: Icon color and copy format changed together. The test ran 15 days in May 2019, the conversion lift has no stated significance, and the result is vendor-reported.
Who ran it
VWO ran this test for GRENE and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on VWO →
How to run this test on your store
- Hypothesis
- If we give our homepage USPs a high-contrast icon color and a keyword-plus-detail format, then more visitors will notice them and buy because the benefits are easier to see and read.
- Primary metric
- Ecommerce conversion rate
- Guardrails
- USP click or hover rate
- Homepage bounce rate
- Click-through to category pages
- Who should test it
- Stores with real benefits, like free delivery or long returns, that are shown on the homepage but easy to miss. If your USPs are generic, styling them louder probably won't help.
Questions
Do USP bars on the homepage affect conversion?
In GRENE's test, a more visible USP bar coincided with conversion rising from 2.64% to 3.18%. Interaction with the USPs rose almost ninefold.
How should I write USPs?
GRENE's winning version led with a keyword and added one line of detail. This makes each benefit quick to scan.
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