# Second 'Discover Products' button on homepage: +38.1% conversion

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Add-to-cart & CTA buttons, Hero & above-the-fold section
- 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/38-1-increase-in-conversion-rate
- Page: https://liftarchive.com/test/supplement-brand-homepage-dual-ctas/

Adding 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.

## Result

**+38.1% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Revenue per visitor
- Guardrail: Checkout visits
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/supplement-brand-homepage-dual-ctas/).
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.