Hid the 'As Seen On' press bar for paid traffic: +3.55% CVR
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsHiding the 'As Seen On' press logo bar on the homepage for paid traffic lifted conversion rate by 3.55% in Dave Diederen's test. Revenue per visitor rose 2.61% and profit per visitor rose 2.45%. Average order value did not change.
- Conversion rate: +3.55% (3.67% to 3.80%). Slightly more paid visitors placed an order. The range ran from -1% to +8%.
- Revenue per visitor: +2.61% ($1.67 to $1.72). A small gain, with a range of -4% to +9%.
- Profit per visitor: +2.45% ($1.45 to $1.49). This was the primary metric in the tool.
- Average order value: no change ($45.61 vs $45.19). The lift came from more orders, not bigger ones.
The change
The press logo bar is hidden for paid traffic, so products move up.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
A bar of magazine logos (Glamour, Women's Health, InStyle and ELLE) sat high on the homepage, one of the first things paid visitors saw.
Variant
The press bar was hidden for paid traffic, so product content moved up into that space.
Why it likely won
Our reading of the result, not the practitioner's claim.
- visitors fresh from an ad have not formed a doubt yet, so a credibility signal answers a question they are not asking.
- the logo bar took up prime space near the top that product content could use better.
- press logos may still help hesitant shoppers later in the journey, which is why this was limited to the homepage for paid traffic.
Caveats: Sample size and test length were not shared, and every metric's range includes a small loss. The test only covered paid traffic on one store's homepage.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we hide the press logo bar near the top of the homepage for paid visitors, then more of them will buy because product content takes its place.
- Primary metric
- Profit per visitor
- Guardrails
- Average order value
- Conversion rate for organic and returning visitors
- Homepage bounce rate
- Who should test it
- Brands with a press bar high on the homepage and a large share of paid social traffic. It may not apply to unknown brands in categories where trust is the main barrier, or to non-paid traffic.
Questions
Do 'As Seen On' press logos increase conversions?
Not always. In this test, hiding them from paid homepage visitors lifted conversion by 3.55%. Dave Diederen's view is that they help, but at a later stage.
Where should press logos go on a homepage?
This test suggests they should not take the first screen for paid traffic. Products did better in that slot.
Did hiding press logos change order value?
No. Average order value stayed flat at about $45, so the extra revenue came from more orders.
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