Hiding the scrolling marquee bar: +2.31% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsHiding the store's scrolling marquee bar lifted revenue per visitor by 2.31%, an estimated $30,500 a month. Dave Diederen ran this test, and removing the element also raised conversion by 2.10%. Average order value did not change.
- +2.10% conversion rate, estimated at +384 orders a month.
- +2.31% revenue per visitor, estimated at +$30,500 a month.
- +2.37% profit per visitor, estimated at +$21,635 a month.
- Average order value: no change, so the gain came from more orders, not bigger ones.
- Projected yearly impact of +$366,000 revenue and +$259,620 profit. These are projections, not measured totals.
The change
The scrolling marquee bar is removed; its exact position on the live site was not shown.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The site showed a scrolling marquee bar, a strip of moving text across the page.
Variant
The marquee bar was hidden. Nothing else was reported as changed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- moving text pulls the eye away from products and buttons.
- removing the bar frees up space near the top of the screen, so products show sooner.
- a cleaner page can feel calmer and more trustworthy than one with constant motion.
Caveats: Sample size and test length were not shared, and the screenshot does not show what the marquee said or where it sat. The winner was rolled out to the live site.
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 scrolling marquee bar, then conversion rate will rise because shoppers are less distracted and see products sooner.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Use of any offer the marquee promoted
- Bounce rate
- Who should test it
- Stores with a moving text strip that repeats generic claims. Be careful if the marquee carries a key offer or shipping threshold that drives orders, since hiding it may hide that message too.
Questions
Do scrolling marquee bars hurt conversion?
On this store, hiding one lifted conversion by 2.10% and revenue per visitor by 2.31%. Results will vary by what the marquee says.
Will removing a marquee change average order value?
Not here. Average order value stayed flat, and the gain came from more orders.
What should I check before removing a marquee bar?
Look at what it promotes. If it carries an offer that drives sales, test moving that message elsewhere instead of dropping it.
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