# Complete homepage redesign at Jot: just under +20% conversion

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Layout, fonts & visual design
- Test run by: [Jot](https://liftarchive.com/practitioners/jot/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.replo.app/case-study/boosting-site-and-landing-page-conversion-rates-by-20-with-jot
- Page: https://liftarchive.com/test/jot-homepage-complete-redesign/

A 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.

## Result

**just under +20% conversion**

- 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)

- 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.

## How to run this test

- 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
- Guardrail: Homepage bounce rate
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Jot ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/jot-homepage-complete-redesign/).
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.