# Green USP icons with two-line copy: CVR 2.64% to 3.18%

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: USP bars & benefit icons
- Date shared: 2019-05
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/grene/
- Page: https://liftarchive.com/test/grene-homepage-usp-green-icons-two-line/

Restyling 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.

## Result

**CVR 2.64% to 3.18%**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: USP click or hover rate
- Guardrail: Homepage bounce rate
- Guardrail: 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.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/grene-homepage-usp-green-icons-two-line/).
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.