# Functional homepage redesign for B2B buyers: +26% conversion rate

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Layout, fonts & visual design, Filters, sorting & site search, Hero & above-the-fold section
- Date shared: 2021
- Test run by: [Online Dialogue](https://liftarchive.com/practitioners/online-dialogue/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.onlinedialogue.nl/klanten-en-resultaten/redesign-zolemba/
- Page: https://liftarchive.com/test/od-zolemba-homepage-redesign/

A functional homepage redesign lifted conversion rate by 26% for Zolemba, a webshop selling printed labels to businesses. Online Dialogue ran the test in 2021 and published it as a case study. Many changes shipped together, so the result belongs to the redesign as a whole, not to any one element.

## Result

**+26% conversion rate**

- Conversion rate: +26%, the main hypothesis.
- Click-through to product pages: +81%, the second hypothesis.
- Logins: +24%, and orders through the label configurator: +38%.
- All changes shipped as one bundle, so no single element can take credit.

## Control

Zolemba's homepage dated from 2017. Most visitors never scrolled below the hero and mainly used search and the login link in the top navigation.

## Variant

The redesign added shortcuts to the most-used listing pages, highlighted the label configurator, made login easier with a reason to log in, enlarged search, and used USPs aimed at buyers who know what they want.

## Why it likely won (our reading)

- Data showed visitors were goal-driven. Putting search, login and key shortcuts up top matched what they already tried to do.
- Repeat business buyers often reorder. Easier login with a clear reason likely sped up those orders.
- The design was busier above the fold, but every element served a common task. For focused buyers, being useful mattered more than looking clean.

## Caveats

Bundled redesign with many homepage changes at once, run on the Dutch and German sites. Sample size and confidence were not shared, and the data is from 2021.

## How to run this test

- Hypothesis: If we rebuild the homepage around the tasks returning buyers actually do, such as search, login and top listing pages, then conversion will rise because goal-driven visitors reach what they want faster.
- Primary metric: Conversion rate (orders)
- Guardrail: Click-through from homepage to product pages
- Guardrail: Login rate
- Guardrail: Homepage bounce rate
- Who should test it: B2B webshops and stores with many repeat buyers who arrive knowing what they need. Check your scroll and click data first. It suits less well brand-led stores where new visitors need inspiration rather than shortcuts.

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Credit: Online Dialogue ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/od-zolemba-homepage-redesign/).
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.