For a single-product website, the homepage is often the landing page. Let’s look at a recent homepage test with a MECLABS Research Partner to see what lessons you can learn from it to improve your own testing and optimization efforts.
(Please Note: Research Partner name has been blurred to protect competitive advantage.)
The new homepage and cart resulted in a 58% lift. These results validated at a 99% level of confidence.
What You Need to Understand
The homepage was redesigned to follow the user’s thought sequence and to clearly state the value proposition. This added more credibility and value to the page, which resulted in a higher conversion rate.
Another important change, which isn’t readily apparent from the above creative samples, was the optimization of the cart process. A simplified process reduced friction and made it easier for users to buy the product.
There was a total reduction of six steps, with most of those steps being unnecessary and unneeded. The necessary steps were combined into one page on the cart. This created a better user experience and a higher rate of conversion.