Homepage hero with USP bar and benefit bullets: +$0.58 per session
Test run byOliver KenyonConversionwise
Commentary byLiftArchiveOur analysis, not theirsReworking the homepage hero with a USP bar, three benefit bullets and a bolder full-width CTA raised revenue per session by $0.58. Oliver Kenyon ran this test, forecast at about $77,558 a month. The USPs came from post-purchase surveys.
- Revenue per session rose by $0.58.
- Forecast revenue: about +$77,558 a month, or +$930,696 a year. These are projections.
- Three changes shipped together, so the share from each is unknown.
The change
A USP bar, benefit bullets and a full-width emotive CTA are added above the fold.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original homepage hero above the fold. Its exact layout was not shown.
Variant
A bar of three USPs with icons was added under the navigation. The hero was rebuilt with a headline, three benefit bullets and a full-width CTA reading Transform your life today, backed by trust and social proof.
Why it likely won
Our reading of the result, not the practitioner's claim.
- USPs taken from buyer surveys reflect what actually persuaded past customers.
- three short bullets are faster to read than a paragraph, so new visitors get the point before scrolling.
- a full-width button is easier to tap on mobile and harder to miss.
Caveats: Sample size, test length and significance were not shared, and the dollar figures are forecasts. Only the new design was shown, not the original.
Who ran it
Oliver Kenyon (@oliverkenyon) 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 add survey-based USPs, benefit bullets and a full-width CTA to the homepage hero, then revenue per session will rise because new visitors understand the offer faster and click through.
- Primary metric
- Revenue per session
- Guardrails
- Homepage bounce rate
- Click-through from hero
- Average order value
- Who should test it
- Brands with lots of new visitors landing on the homepage and clear reasons to buy from post-purchase surveys. It matters less if most traffic lands directly on product pages.
Questions
What should a homepage hero include?
This winning version had a USP bar under the nav, a headline with three benefit bullets, and a full-width CTA with trust signals underneath.
Where should homepage USPs come from?
Oliver Kenyon pulled them from post-purchase surveys, so they reflected what real buyers cared about.
Should the CTA be full width on mobile?
It was in this test, as part of a change that lifted revenue per session by $0.58. A full-width button is easier to spot and tap.
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