USP banner, testimonials and CTA on homepage: +250% conversions
Commentary byLiftArchiveOur analysis, not theirsSusty Party's homepage got a clear USP banner with a CTA, customer testimonials and no product videos, and banner click-throughs rose 250%.
Uplift ROI ran this test for the compostable partyware brand, and it was published as a VWO case study.
Several changes shipped together across the homepage and checkout, so no single element can take the credit.
- Homepage conversions (clicks through from the banner): +250% at 99.99% confidence.
- Checkouts: +98.4% at 97% confidence.
- The original banner had no CTA at all, so its click-through was always going to be low. That inflates the homepage lift.
- All changes were tested as one package, so the effect of each change is unknown.
The change
USP banner, CTA and testimonials added; videos removed (checkout security copy not shown)
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage had no clear selling point, no testimonials and no call to action on the banner, with product videos near the top. The checkout page said nothing about security.
Variant
The homepage gained a USP banner explaining the products are compostable and responsibly made, a banner CTA and real customer testimonials, and the videos were removed. The checkout page gained a security reassurance.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A clear USP tells first-time visitors what the brand sells and why it differs in a few seconds.
- Adding a CTA gives visitors an obvious next step where there was none before.
- For cheap, low-involvement items like party plates, what other buyers say may matter more than a product video.
- Security wording at checkout may calm last-minute doubts from shoppers new to the brand.
Caveats: Five changes across two pages were bundled into one test, so the lift can't be split between them. Sample size and duration were not shared, and the control banner had no CTA, which flatters the homepage number.
Who ran it
Uplift ROI ran this test for Susty Party and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Uplift ROI →
How to run this test on your store
- Hypothesis
- If we add a clear value proposition, a banner CTA and customer testimonials to the homepage, then more visitors will click through to products because they will understand the offer fast and see that others trust it.
- Primary metric
- Homepage click-through to product pages
- Guardrails
- Orders and revenue per visitor
- Homepage bounce rate
- Checkout completion rate
- Who should test it
- Young or niche stores whose homepage leans on images and assumes visitors already know the brand. If your homepage already has a clear USP, CTA and reviews, expect a far smaller lift.
Questions
Should I remove videos from my homepage?
Not as a rule. Here they were removed as part of a bundle, so we can't tell whether removing them helped.
Test it on its own if your videos sit above the fold and push down your offer.
Do testimonials on a homepage increase sales?
They often help, especially for new brands that shoppers haven't heard of.
In this test they shipped with other changes, so their own effect is unknown.
Does adding security messages to checkout help?
It can reassure shoppers who don't know your store yet.
Keep it short and place it near the checkout button.
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