Three USPs in the header bar: +7.12% conversion, +19.24% revenue
Commentary byLiftArchiveOur analysis, not theirsShowing three key selling points in the header bar raised conversion by 7.12% and revenue by 19.24%.
Klickkonzept, a German online marketing agency, ran this 3-week A/B test for online retailer point-rouge, and it was published as a VWO case study. The test ran on desktop visitors only.
- Conversion rate: +7.12%.
- Revenue: +19.24%.
- The variant beat the control across most visitor types. Sample size and confidence level were not shared.
The change
Three USPs moved from scattered mentions into a site-wide header bar.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The store's three main selling points, 90-day returns, free gift wrap and free shipping from the second order, appeared only in scattered places on the site.
Variant
The three selling points were added to the header bar on every page, with free shipping after the second order highlighted.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Research showed low brand awareness, so many visitors didn't know why to buy from this store.
- A header bar shows the benefits on every page, including to visitors arriving from ads and price comparison sites.
- Generous returns and free gift wrap lower the risk of a first purchase, and the free shipping promise rewards coming back.
Caveats: The test ran for 3 weeks on desktop visitors only. No sample size or significance figure was shared.
Who ran it
Klickkonzept ran this test for point-rouge and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Klickkonzept →
How to run this test on your store
- Hypothesis
- If we show our top three selling points in the header bar, then more visitors will buy because they learn the store's benefits right away.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Bounce rate
- Return rate
- Who should test it
- Lesser-known stores that get much of their traffic from ads or comparison sites and have real perks that visitors miss. It adds little if your benefits are already well known or no better than competitors'.
Questions
Which USPs should go in a header bar?
Pick the few that matter most to new visitors and that rivals don't match.
Surveys and usability tests, as used here, help you choose.
How many selling points fit in a header bar?
This test used three. More than that tends to get crowded, especially on small screens.
Does a USP bar work on mobile?
This test covered desktop only, so test mobile separately.
A rotating single message is a common option on small screens.
Similar tests
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