# Head-to-toe outfits carousel on homepage: -6.07% add to cart

- Outcome: Lost
- Page type: Homepage (Ecommerce)
- Elements: Hero & above-the-fold section, Layout, fonts & visual design
- Test run by: [Optimizely](https://liftarchive.com/practitioners/optimizely/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.optimizely.com/field-notes/articles/experimentation-use-cases-retail-homepage
- Page: https://liftarchive.com/test/optimizely-apparel-homepage-full-outfits-carousel/

A homepage carousel showing head-to-toe outfits across many categories cut add to cart by 6.07% and click-through by 10.4%. Optimizely ran this test for an apparel retailer and published it as an Optimizely Field Notes use case. Showing more variety made the homepage perform worse, not better.

## Result

**-6.07% add to cart**

- -6.07% add to cart. This was a loss.
- -10.4% click-through. Fewer visitors moved from the homepage into products.
- The variant also lowered the product page view rate across the site.

## Control

The standard homepage, with more focused merchandising.

## Variant

A homepage carousel promoted a wide range of items across categories, styled as full head-to-toe outfits.

## Why it likely lost (our reading)

- Too many items across too many categories may have overwhelmed visitors.
- An outfit shows several products at once, so there is no clear single item to click.
- Visitors arriving for one type of item may not have seen it featured.

## Caveats

Vendor-reported and anonymized, with no sample size, duration or confidence level shared.

## How to run this test

- Hypothesis: If we show full outfits across categories on the homepage, then shoppers will discover more products because they see how items go together.
- Primary metric: Add-to-cart rate
- Guardrail: Click-through to product pages
- Guardrail: Product page view rate
- Guardrail: Revenue per visitor
- Who should test it: Apparel stores that want to sell complete looks. This test suggests a broad homepage carousel can backfire, so try outfits on product pages or a dedicated looks page instead.

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Credit: Optimizely ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/optimizely-apparel-homepage-full-outfits-carousel/).
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.