# Homepage first-screen redesign: +10.86% category visits

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Hero & above-the-fold section, USP bars & benefit icons, Headlines, product titles & copy
- Test run by: [VWO](https://liftarchive.com/practitioners/vwo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/safety-gear-pro/
- Page: https://liftarchive.com/test/safety-gear-pro-homepage-first-fold-redesign/

Redesigning the first screen of the desktop homepage lifted category page visits by 10.86% and purchases by 3.28% for safety equipment store Safety Gear Pro. Wingify Services ran this A/B test, published as a VWO case study. Several changes shipped together, so the result reflects the whole redesign.

## Result

**+10.86% category visits**

- Category page visits: +10.86%, so more visitors moved deeper into the store.
- Purchases (thank-you page visits): +3.28%, a much smaller gain than the lift in browsing.

## Control

The desktop homepage showed little useful information in the first screen. The page had high bounce and exit rates.

## Variant

The first screen gained a hero photo of the product in use, a button to the most visited category, a popular-categories section, and points on service, safety and guarantee. The copy spoke directly to price-sensitive, blue-collar buyers.

## Why it likely won (our reading)

- Many new visitors used the homepage to learn about the company. Giving them service and guarantee points up front answered that need.
- A direct link to the top category and a popular-categories section gave visitors a clear place to go next.
- Copy aimed at the real audience may have made the store feel like it was built for them.

## Caveats

Several changes were bundled, so no single element can take credit. The test ran for 20 days on all desktop traffic; sample size and significance were not shared, and the data dates from around 2020.

## How to run this test

- Hypothesis: If we use the homepage's first screen to show the product in use, top categories and trust points, then more visitors will browse and buy because they understand the store and know where to go next.
- Primary metric: Purchase conversion rate
- Guardrail: Homepage bounce rate
- Guardrail: Category page visits
- Guardrail: Revenue per visitor
- Who should test it: Stores whose homepage gets a lot of new visitors and has high bounce rates, especially with a clear target buyer. If most visitors land on product or category pages from search, homepage changes will touch fewer sessions.

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Credit: VWO ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/safety-gear-pro-homepage-first-fold-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.