# Care-package homepage promo vs self-care: +250% click-through

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Hero & above-the-fold section, Headlines, product titles & copy
- Date shared: 2020
- Test run by: [Lush](https://liftarchive.com/practitioners/lush/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/lush-optimizes-digital-experience/
- Page: https://liftarchive.com/test/lush-homepage-care-package-vs-self-care-promo/

A homepage promotion themed on sending care packages to loved ones got a 250% higher click-through rate than one themed on self-care at home. The Lush team ran this A/B test in 2020, published as a VWO case study, and the care-package version also brought in about $7,500 more in sales during the test.

## Result

**+250% click-through**

- Click-through rate: 250% higher for the care-package promo than the self-care promo.
- Sales: about $7,500 more for the care-package version during the test.
- Lush couldn't tell whether shoppers bought the packages for others or for themselves.

## Control

A homepage promotion built around self-care, encouraging shoppers to put together a full at-home routine for themselves.

## Variant

A homepage promotion built around sending care packages to friends and family who couldn't be visited in person.

## Why it likely won (our reading)

- Early in the pandemic, a way to reach people you couldn't see may have felt more meaningful than self-care.
- Gifting gives shoppers a reason to buy now, for someone else, rather than a nice-to-have for themselves.
- The theme matched the mood of the moment without ignoring it.

## Caveats

Both promos were new campaigns that replaced a travel campaign early in COVID-19, so neither was an original control. No sample size, duration or confidence level was shared, and the result may not carry over to normal times.

## How to run this test

- Hypothesis: If we frame our homepage promotion around gifting to others instead of treating yourself, then click-through and sales will rise because shoppers have a clearer reason to buy now.
- Primary metric: Homepage promo click-through rate
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: Homepage bounce rate
- Who should test it: Brands with giftable products and a homepage hero that drives traffic. It may not hold in periods when people aren't separated from friends and family, so retest the theme as conditions change.

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Credit: Lush ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/lush-homepage-care-package-vs-self-care-promo/).
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.