# Mother's Day homepage promo vs general care package: higher CTR

- 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-mothers-day-vs-care-package-promo/

A 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.

## Result

**higher CTR**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: 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.

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