Mother's Day homepage promo vs general care package: higher CTR
Commentary byLiftArchiveOur analysis, not theirsA homepage care-package promotion themed on Mother's Day got a higher click-through rate than a general care-package promotion, though no figure was shared.
The Lush team ran this A/B test in 2020, published as a VWO case study, as a follow-up to an earlier win for care-package messaging.
- Click-through rate: higher for the Mother's Day version. The source gives no number.
- No sales or revenue figures were shared for this test.
- Lush used the result to plan a similar Father's Day campaign.
The change
Same layout; the care-package promo is reframed around Mother's Day.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The general care-package homepage promotion, which had already beaten a self-care theme in an earlier test.
Variant
A care-package promotion tied specifically to Mother's Day.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A specific occasion gives shoppers a concrete reason and deadline to buy.
- It built on a theme that had already won, so the test refined a proven message.
- The team worried the theme could upset people who couldn't see their parents; the result suggests it didn't put most visitors off.
Caveats: The source reports a higher click-through rate but no figure, sample size, duration or confidence level. It ran during the early months of COVID-19 and covers clicks only.
Who ran it
Lush ran this test for Lush and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Lush →
How to run this test on your store
- Hypothesis
- If we tie our gifting promotion to an upcoming occasion, then click-through will rise because shoppers have a specific reason and deadline to buy.
- Primary metric
- Homepage promo click-through rate
- Guardrails
- Revenue per visitor
- Homepage bounce rate
- Who should test it
- Brands with giftable products ahead of a major gifting date. It won't apply far from any occasion, and sensitive holidays deserve care in how they are framed.
Questions
Do holiday-themed promotions beat general ones?
In this test, the Mother's Day version won on click-through.
A named occasion often gives shoppers a clearer reason to act now.
Can a holiday theme backfire?
Lush worried Mother's Day might upset people who couldn't see family.
Testing is a safe way to check before committing the whole homepage.
How far ahead should I test a holiday promo?
Early enough to collect results and still roll out the winner before the date.
Short gifting windows leave little time to learn.
Similar tests
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