How We Boosted Conversion Rate by 25% With Benefit Statements
House Plans etailer
Highlights
A targeted welcome experience showcasing key value propositions drove substantial performance improvements:
Key Results:
- Revenue per user increased by 15%
- Transaction rate grew from 2.00% to 2.50% (25% improvement)
- Total transactions increased from 1,516 to 1,858 (+342 transactions)
The test demonstrated that presenting trust signals and competitive differentiators early in the user journey significantly improved engagement and conversion.
The Challenge
The data told a clear story: mobile users weren't sticking around. Despite having an incredible catalog of house plans, mobile visitors were bouncing before they could discover what made our client special.
Our research revealed a critical gap: mobile users needed clarity on value proposition before they'd invest time in browsing thousands of plans.
Our Solution 💡
We developed a focused mobile & desktop welcome experience that delivered five key value propositions personalized to new users.
Here's what we implemented:
- Clear trust signals ("40+ years trusted", "A+ BBB Rating")
- Competitive differentiators ("22,000+ plans", "Best price guarantee")
- Smart trigger logic to prevent disrupting return visitors
Technical Implementation ⚡
Our solution needed to recognize new users, deliver a personalized experience, and maintain site performance. We built a streamlined implementation focused on three core components:
- Visitor identification using browser storage to distinguish new users from returning visitors, ensuring each user received the right experience at the right time
- Robust analytics integration tracking both user segments separately, allowing us to validate the impact on new user conversion versus baseline performance
The implementation successfully balanced personalization with performance, delivering targeted messaging without impacting site speed or user experience.
Variation: Enhanced mobile interface adding a welcome message with key value propositions: 40+ years of trust, 22,000+ plans, price guarantee, customer service excellence, and BBB A+ rating
The Results 🎯
Our A/B test revealed substantial improvements across all key metrics. The personalized welcome experience for new users drove a 25% increase in conversion rate, translating to a 15% lift in revenue per user during the test period.
| Metric | Control | Variation | Lift |
| Users | 75,830 | 74,309 | - |
| Transactions | 1,516 | 1,858 | +342 |
| Conversion Rate | 2.00% | 2.50% | +25% |
| Revenue Lift | - | - | +15% |
Why It Worked
Our test validated a core CRO principle: new users need clear value propositions before they'll invest time browsing a large product catalog. By presenting key benefits and trust signals immediately, we removed the cognitive burden of discovering "why shop here" from the user's journey.
✅ Immediate Value Communication: Leading with "40+ years trusted" and "22,000+ plans" immediately positioned the brand's experience and selection advantages
✅ Trust Amplification: The BBB A+ rating and "Best price guarantee" addressed the two primary concerns for high-ticket purchases - vendor legitimacy and price confidence
✅ Benefit-Focused Messaging: Each value proposition was crafted to answer a specific user concern rather than just listing features
Let's Talk 💬
Looking to boost your mobile conversion rates? Our team of CRO experts is ready to analyze your mobile experience and identify revenue-driving opportunities. Book a call to discuss your goals.
Appendix: Detailed Test Parameters and Statistical Analysis
Test Parameters
| Parameter | Specification |
|---|---|
| Device targeting | Mobile only |
| Browser targeting | All major mobile browsers |
| User segments | All mobile traffic except homepage entries |
| Page scope | All collection and plan pages |
Statistical Analysis
| Metric | Value |
|---|---|
| Confidence level | 97.5% |
| P-value | 0.023 |
Field Notes
