Most-clicked category as first homepage tab: +14.17% conversion
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsMoving the most-clicked category into the first homepage tab, and dropping the Best Sellers tab, raised conversion rate by 14.17%. Dave Diederen ran this test after a heatmap showed shoppers clicked that category far more than Best Sellers. Revenue per visitor rose 14.40% while order value held steady.
- Conversion rate: +14.17% (3.74% to 4.27%). The tool's range was -4% to +36%, so the true lift could be smaller.
- Revenue per visitor: +14.40% ($5.52 to $6.31), estimated at about +$16,968 a month.
- Profit per visitor: +14.76% ($4.45 to $5.11), the metric the test was judged on.
- Average order value: no change ($147.64 vs $147.93). The gain came from more people buying, not bigger baskets.
The change
The most-clicked category replaces Best Sellers as the first tab.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage had two tabs: Best Sellers first and a Categories tab second.
Variant
The category shoppers clicked most (labelled Peptides in the test tool) became the first tab, and the Best Sellers tab was removed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- shoppers on this store arrived looking for one specific category, so putting it first cut a step out of their path.
- Best Sellers is a generic default. When behaviour data shows people ignore it, it takes space from what they actually want.
- the change was led by heatmap data, not opinion, which raises the odds of a real win.
Caveats: The confidence ranges for conversion and revenue include zero, and the post does not share sample size or duration. The result depends on this store's traffic mix; the winning tab will differ by store.
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 make the most-clicked category the first homepage tab and remove a low-engagement Best Sellers tab, then conversion will rise because shoppers reach the products they came for faster.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Revenue per visitor
- Bounce rate on the homepage
- Who should test it
- Stores with tabbed product sections on the homepage and heatmap data showing one category gets most clicks. It probably won't help if clicks are spread evenly or the store sells mostly one hero product.
Questions
Should my homepage lead with Best Sellers?
Not always. In this test, swapping Best Sellers for the category shoppers clicked most raised conversion by 14.17%.
How do I decide which homepage tab to show first?
Use click data. Here a heatmap showed one category drew far more clicks than Best Sellers, and that became the winning first tab.
Does changing homepage tabs affect order value?
Not in this test. AOV stayed flat at about $148, so the lift came from more shoppers buying.
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