# Homepage redesign with clear value proposition: +64.8% purchases

- Outcome: Won
- Page type: Homepage (Lead-gen)
- Elements: Headline, Value proposition, Testimonials
- Test run by: [Conversionlove](https://liftarchive.com/practitioners/conversionlove/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/loft-resumes/
- Page: https://liftarchive.com/test/loft-resumes-homepage-messaging-redesign/

A redesigned homepage with a clear value-proposition headline, clearer resume groups and copy drawn from customer surveys lifted purchases by 64.8% for Loft Resumes, an online resume design service. The agency Conversionlove ran the test as a split URL test, and it was published as a VWO case study. Many changes shipped together, so the gain belongs to the redesign as a whole, not to any one element.

## Result

**+64.8% purchases**

- Purchases: +64.8% versus the original homepage.
- It was a split URL test, with the original and the redesign on separate URLs.
- Sample size, duration and confidence level were not shared.

## Control

A homepage with no headline, where resume designs were not grouped the way buyers think about them. Visitors often could not tell what the site offered.

## Variant

A full redesign: a headline stating the value proposition, resumes grouped into with-photo and without-photo, a second CTA aimed at designers and other creative professionals, copy about how little time a resume gets read, customer wording from surveys, and testimonials with photos.

## Why it likely won (our reading)

- Usability tests showed visitors did not grasp the offer in the first seconds, and many thought it was a resume-writing service; a clear headline fixed that.
- Grouping designs by photo or no photo matched how buyers already sorted resumes in their heads.
- Framing the problem of a resume getting only a quick glance made the service feel needed, which may have softened worries about price.
- Copy in customers' own words, plus testimonials with faces, made the claims easier to believe.

## Caveats

This was a bundled redesign with many changes at once, so no single element can be credited. Sample size, duration and date were not shared.

## How to run this test

- Hypothesis: If we rebuild our homepage around a clear value proposition, customer language and categories that match how buyers think, then more visitors will buy because they will understand the offer and its value faster.
- Primary metric: Purchases or completed orders from homepage visitors
- Guardrail: Average order value
- Guardrail: Bounce rate on the homepage
- Guardrail: Refund or support request rate
- Who should test it: Small service businesses selling online whose homepage lacks a clear headline or confuses visitors about what they offer. It fits best after research such as usability tests or surveys; without that groundwork, a redesign is a guess and you won't learn which part worked.

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Credit: Conversionlove ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/loft-resumes-homepage-messaging-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.