Best sellers above reviews on the homepage: +2.41% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsMoving the best sellers section above the reviews section on a homepage lifted revenue per visitor by 2.41%. Dave Diederen ran this simple reorder and says they tested it on several brands' homepages. Profit per visitor rose 2.49% in the result shared.
- Revenue per visitor: +2.41% ($1.12 to $1.14), estimated at about $130,485 extra per month.
- Profit per visitor: +2.49% ($0.99 to $1.02), the main metric in this test.
- Conversion rate: +1.36% (2.46% to 2.49%), a small lift.
- Average order value: +1.04% ($45.43 to $45.91), roughly flat.
- All ranges crossed zero (for example -5% to +11% on revenue), so this is a small, uncertain gain.
The change
The best sellers section moved above the reviews section.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage followed a common theme order: hero, then reviews, then best sellers, then collections.
Variant
The best sellers section moved up to sit right after the hero, with reviews below it. Nothing else changed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- products create interest, and reviews work best once a visitor already wants something.
- putting products higher gives visitors a quicker path into a product page.
- reviews still sit just below, so the social proof is kept rather than removed.
Caveats: The post mentions several brands, but only one result was shown. The lifts were small and every range crossed zero, and sample size and test length were not shared.
Who ran it
Dave Diederen (@DaveDiederen) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we move the best sellers section above the reviews section on the homepage, then revenue per visitor will rise because visitors see products they want before the proof.
- Primary metric
- Revenue per visitor
- Guardrails
- Profit per visitor
- Average order value
- Homepage click-through to product pages
- Who should test it
- Stores using a default theme layout where reviews sit above products on the homepage. Expect a small effect, and it may not help brands whose trust is the main barrier to buying.
Questions
Should reviews or products come first on a homepage?
In this test, putting best sellers above reviews lifted revenue per visitor by 2.41%. The gain was small and not certain.
Is reordering homepage sections worth testing?
It is quick to set up. This swap needed no new design or copy.
Did moving best sellers up change order value?
Only slightly. Average order value rose about 1%, so most of the gain came from conversion.
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