# Freshness value props on the homepage: +3% conversion, +18% subs

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: USP bars & benefit icons, Headlines, product titles & copy
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/highlighting-key-value-propositions-on-the-homepage
- Page: https://liftarchive.com/test/stone-creek-coffee-homepage-value-prop-banner/

Adding 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.

## Result

**+3% conversion, +18% subs**

- 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%.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Subscription revenue per visitor
- Guardrail: Revenue per visitor
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/stone-creek-coffee-homepage-value-prop-banner/).
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.