USPs moved above homepage title and copy: +225% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsMoving the USP block above the title and description on the homepage lifted conversion rate by 225% for snack brand Jackson's.
Blend Commerce ran this two-week test with three variants after heatmaps showed only 30% of visitors scrolled down to the USPs.
A lift this large is unusual, so treat the exact number with care.
- Conversion rate: +225% for the USP-first layout.
- Average purchase revenue per user: +66%.
- Average products per visitor: +88%, and Add to Cart clicks: +56%.
- Removing the title and description altogether (Variant 3) did worse, with revenue and product page visits falling.
The change
The USP block moves from below the title and description to above them.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage section showed a title, then a description, then the USP block. Only 30% of visitors scrolled far enough to see the USPs.
Variant
The winning version placed the USP block first, above the title and description. Two other variants were also tested.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Seven in ten visitors never saw the USPs before, so moving them up put the trust signals in front of far more people.
- USPs answer 'why buy from this brand' early, which matters most to new visitors.
- The title and copy still helped: dropping them entirely hurt results, so placement mattered more than removal.
Caveats: This was an A/B/C/D test run for two weeks, and sample size was not shared. A 225% lift is far above typical results, which often points to a small sample or a low starting conversion rate.
Who ran it
Blend Commerce ran this test for Jackson's and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we move our USP block above the homepage title and description, then more visitors will buy because they see why to trust us before they scroll away.
- Primary metric
- Conversion rate
- Guardrails
- Product page visits
- Revenue per visitor
- Scroll depth
- Who should test it
- Stores whose heatmaps show most visitors never reach the USP section. If your USPs already sit near the top, this change won't apply.
Questions
Where should USPs go on a homepage?
High enough that most visitors see them. Check scroll depth in a heatmap tool first; here only 30% reached the USPs in their old spot.
Can a homepage change really triple conversion rate?
It is rare. Huge lifts often come from small samples or low baselines, so rerun or monitor the change before relying on the number.
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