Complete homepage redesign at Jot: just under +20% conversion
Commentary byLiftArchiveOur analysis, not theirsA complete redesign of Jot's homepage lifted conversion rate by just under 20%, and the gain held over time.
Jot, a coffee concentrate brand, did this in-house, and it was published as a Replo case study.
It's a before/after comparison, and the source doesn't describe what changed.
- Conversion rate rose just short of 20%.
- The source says the lift held up, not just a short spike.
- This is a before/after comparison. Sample size, duration and confidence were not shared.
Control
Jot's previous homepage, built with a page builder that the team found limited and often needed developer help to extend.
Variant
A complete homepage redesign in a new page builder, giving the site a unified look with its landing pages. Specific changes were not described.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A homepage that matches the brand's landing pages feels more consistent and trustworthy.
- Freed from builder limits, the team could improve layout and speed together.
- Many things changed at once, so no single element can take the credit.
Caveats: Before/after redesign, not a split test, and the changes were not described. Other factors over the same period could have played a part.
Who ran it
Jot ran this test for Jot and published the results (Replo case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Jot →
How to run this test on your store
- Hypothesis
- If we redesign our homepage to match the look and quality of our best landing pages, then conversion rate will rise because visitors get a clearer, more consistent brand experience.
- Primary metric
- Site-wide conversion rate
- Guardrails
- Homepage bounce rate
- Average order value
- Page load time
- Who should test it
- Brands whose homepage lags behind their landing pages in design or speed. If most of your traffic lands deep on product or landing pages, homepage changes will move less.
Questions
Does a homepage redesign increase conversion?
It can when the old page was clearly weak.
Jot saw just under a 20% lift, but it was measured before and after, not in a split test.
How do you know a redesign lift will last?
Keep tracking conversion for several weeks after launch.
Jot reported that its lift held rather than fading.
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