Case Study

Multivariate Testing

Incorporating value props and testimonials on a client’s homepage, which led to a conversion rate lift.

Industry: Shower Products | Location: Florida

*Company name has been omitted to honor our partner’s privacy.

Multivariate Testing Case Study

Telling the Story

Approach and Solution

While our client’s homepage did a good job of showing their merchandise, it had little to nothing in the way of telling their story, building their brand, and generating value. To better represent these things, Trinity ran an A/B test incorporating three central value propositions, and a set of testimonials to the homepage. Both already existed on the site, but needed to be highlighted in a prominent location. In this test, they were presented just below the hero image, meaning users would have to scroll through them on their way to the full merchandise listing.


Shower Products Case Study Control


Shower Products Case Study Variation



Lift in Conversion Rate

A Better Brand Experience

Analysis & Summary

The new homepage presentation now begins building the brand and value that our client represents from the very beginning of the website funnel.

Based on the increased Conversion Rate, we can surmise that the value built on the homepage does carry forward in customers’ minds throughout the shopping experience.


Visual Web Optimizer (VWO)

The VWO Experience Optimization Platform improves key business metrics by empowering you to easily discover insights, test ideas, and improve engagement – across the entire customer journey.

  • VWO Testing
  • VWO Engage
  • VWO Insights
  • VWO Plan
  • VWO FullStack
  • VWO Services
VWO Platform Support


“OuterBox came to us with an idea to lift conversions on our Product Listing Page. We thought we’d see an improvement with this font and color change; the actual lift far exceeded our expectations. We saw a 50% increase in Conversion Rate for shoppers who interacted with these pages!”

- Bill O'Shea - Senior eCommerce Manager
Fidelity Life Case Study

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