# USP banner, testimonials and CTA on homepage: +250% conversions

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Hero & above-the-fold section, Reviews & star ratings, Trust badges & security seals
- Test run by: [Uplift ROI](https://liftarchive.com/practitioners/uplift-roi/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/susty-party/
- Page: https://liftarchive.com/test/susty-party-homepage-usp-testimonials-cta-checkout-security/

Susty 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.

## Result

**+250% conversions**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Orders and revenue per visitor
- Guardrail: Homepage bounce rate
- Guardrail: 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.

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Credit: Uplift ROI ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/susty-party-homepage-usp-testimonials-cta-checkout-security/).
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.