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Which Test Won?

Which homepage layout drove the highest conversion rates? We tested four different row configurations: a Marketing Leader section highlighting industry firsts, a Testimonials section with three customer reviews, a What's Your Trade section with clickable images and labels (like "plumber"), and a Products section featuring two rows of bestselling tools. Which test won? (See the answer below)

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Which Test Won Answer

The Winner: The two sections with call-to-actions were "What's Your Trade" and "Products." Variation B underperformed, while variations C and D showed strong results.

What's Your Trade clicks (all at 100% statistical confidence):

• Variation B: 83% lift

• Variation C: 209% lift

• Variation D: 232% lift

Products clicks:

• Variation B: 50% lift

• Variation C: 52% lift

• Variation D: -27% drop

Looking at the checkout funnel, variation C showed the greatest lift (though not statistically significant): 6.8% for cart and 10.6% for checkout.

The Reason: At first glance, you might assume the control performed worse simply because What's Your Trade and Products were lower on the page, leading to fewer clicks and more bounces. But why did variation D show a strong lift for Trade clicks while variation C performed even better through checkout?

In variation D, testimonials placed right after trade selection quickly build confidence, encouraging shoppers to click their trade. However, variation C serves two types of shoppers: those who think about their trade first and those who already know which tool they need. By offering multiple pathways, it accommodates different shopping behaviors.

There's another factor at play. Shoppers may not be looking for trust signals on the homepage. Their first question is simply "Do you have what I need?" Trust becomes important later in the journey. This is why testing trust elements on product pages, cart, and checkout pages matters.

As with all tests, you need to run this on your own site before implementing it. Test results from one site rarely transfer directly to another due to audience differences, brand perception, and countless other variables.