Second 'Discover Products' button on homepage: +38.1% conversion
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a secondary 'Discover Products' button beside the main 'Order Now' button in the homepage hero lifted conversion rate by 38.1%.
Blend Commerce ran this A/B/C test for a supplements brand where about 80% of traffic was new visitors.
Revenue per visitor rose 42.09%, and the two-button version was made permanent.
- Conversion rate: +38.1% for the two-button version against the single 'Order Now' control.
- Revenue per visitor: +42.09%, so the extra orders were not just small ones.
- Checkout visits: +6.03%, a smaller lift than conversion, which suggests visitors who reached checkout finished more often.
- A third version with only 'Discover Products' also won (+11.21% conversion, +12.44% revenue per visitor) but saw slightly fewer checkout visits, and the two-button version beat it.
The change
The variant adds a secondary 'Discover Products' button beside 'Order Now' in the hero.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage hero had one button, 'Order Now', which sent visitors straight toward buying.
Variant
The hero kept 'Order Now' as the main button and added a second, softer 'Discover Products' button for visitors who wanted to browse first.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Most visitors were new. A hard 'Order Now' ask may feel too early for people who don't yet know the brand.
- Two buttons let each visitor pick their own path: buy now if they are ready, or browse if they are not.
- Keeping 'Order Now' as the primary button kept a fast route open for returning or ready buyers, which a browse-only button removed.
Caveats: Blend Commerce reports two weeks of data and does not share sample size or confidence levels. The source numbers its variants inconsistently, so which label belongs to which version is our reading of the description.
Who ran it
Blend Commerce ran this test for a supplements brand 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 add a secondary browse button next to the main buy button in the homepage hero, then more new visitors will convert because they get a low-pressure way to learn about the products first.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Checkout visits
- Clicks on the primary hero button
- Who should test it
- Stores with a large share of new visitors and a hero that pushes straight to purchase. It is less likely to help single-product stores where the hero already links to the only product, or sites where most traffic is returning buyers.
Questions
Should a homepage hero have one button or two?
One button keeps focus, but two can help when many visitors are new and not ready to buy.
In this test, a buy button plus a browse button beat a single buy button.
Is 'Shop Now' or 'Discover Products' better than 'Order Now'?
It depends on how ready your visitors are.
Here, a browse-only button helped somewhat, but pairing it with 'Order Now' did better than either alone.
How do I make the secondary button not compete with the main one?
Style it as a lighter outline or text button so the buy button stays the clear first choice.
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