# Shirt finder on the homepage, content section removed: +12.18% sales

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Product finder quizzes, Layout, fonts & visual design
- Test run by: [Practicology](https://liftarchive.com/practitioners/practicology/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/thomas-pink/
- Page: https://liftarchive.com/test/thomas-pink-homepage-shirt-finder/

Adding a shirt finder to the homepage and removing a content-heavy middle section raised purchases by 12.18% for Thomas Pink. Practicology ran this test for the London shirtmaker, and it was published as a VWO case study. Both changes shipped together, so the lift can't be credited to the finder alone.

## Result

**+12.18% sales**

- Purchases (the primary goal): +12.18%.
- Revenue: +11.6%.
- Revenue per conversion: +14.2%.
- The test ran for 30 days on 136,000 visitors. No confidence level was shared.

## Control

The homepage had a content-heavy middle section above the product images and links.

## Variant

A shirt finder let visitors pick size, colour and style right on the homepage. The content-heavy middle section was removed, which moved products higher up the page.

## Why it likely won (our reading)

- The finder copies the in-store habit of asking staff for a shirt in a given size, colour and style.
- Many Thomas Pink buyers were repeat customers who already knew what they wanted, so a faster path to it helped.
- Removing the content block cut distraction and brought products closer to the top.

## Caveats

Two changes were bundled, so the source itself says the effect of each can't be separated. The test ran 30 days on 136,000 visitors, but significance was not stated.

## How to run this test

- Hypothesis: If we add a product finder on the homepage for the key choices shoppers make, then more visitors will buy because they reach the right product faster.
- Primary metric: Orders per visitor
- Guardrail: Revenue per visitor
- Guardrail: Finder usage and drop-off
- Guardrail: Return rate
- Who should test it: Stores whose products vary on a few clear attributes, like size, fit and colour, with many repeat buyers. It fits less well for stores where shoppers mainly browse for inspiration.

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Credit: Practicology ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/thomas-pink-homepage-shirt-finder/).
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.