Freshness value props on the homepage: +3% conversion, +18% subs
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a homepage banner of freshness-focused selling points lifted conversion rate by 3% and subscription revenue per visitor by 18% for Stone Creek Coffee.
Blend Commerce ran this A/B/C test. A version with more corporate points lost about 4% in conversion.
- Variant 2 conversion rate: +3%.
- Variant 2 revenue per visitor: +5%.
- Variant 2 subscription revenue per visitor: +18%, with an estimated 31 extra orders a month.
- Variant 1 lost: conversion rate and revenue per visitor fell about 4%, and subscription revenue per visitor fell 19%.
The change
A banner of freshness-focused selling points is added to the homepage.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage showed no value propositions at all.
Variant
Variant 2 added a banner focused on freshness, including "Batch Roasted to Order," "Roast Date Printed Always" and "Same Day Shipping. Order by 1pm." Variant 1 used points such as "Proudly a Certified B Corporation," "Happiness Guaranteed" and "94% 5-star reviews."
Why it likely won
Our reading of the result, not the practitioner's claim.
- Freshness is a core worry for coffee buyers, so points about roast dates speak to what they care about.
- Freshness messages also suit subscriptions, where regular delivery keeps coffee fresh.
- The corporate points, like B Corp status, may matter less at the moment of purchase, which the agency also suggested.
Caveats: Sample size, duration and significance were not shared. The 31 extra monthly orders is the agency's estimate.
Who ran it
Blend Commerce ran this test for Stone Creek Coffee and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we show value propositions that answer our buyers' main worry on the homepage, then conversion will rise because new visitors quickly see why to choose us.
- Primary metric
- Conversion rate
- Guardrails
- Subscription revenue per visitor
- Revenue per visitor
- Homepage bounce rate
- Who should test it
- Stores with no clear value message on the homepage, especially consumables like coffee or food. Test more than one set of messages, since the wrong copy can hurt results.
Questions
What should go in a homepage value proposition banner?
Use points that answer your buyers' biggest worry.
For Stone Creek Coffee, freshness messages beat corporate ones like B Corp status.
Can adding value propositions hurt conversion?
Yes. In this test, the corporate-focused version lowered conversion by about 4% and subscription revenue per visitor by 19%.
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