# USPs moved above homepage title and copy: +225% conversion rate

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: USP bars & benefit icons, Layout, fonts & visual design
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/225-increase-in-conversion-rate
- Page: https://liftarchive.com/test/jacksons-homepage-usp-first/

Moving 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.

## Result

**+225% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Product page visits
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/jacksons-homepage-usp-first/).
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.