Win Report: How a homepage redesign won by 25%

In the next three minutes, we’ll show you how a homepage redesign for an online store beat the control by 25%.

Green Building Supply have been selling non-toxic, eco-friendly building materials since 1991, and personally testing every product they stock. Many of their customers have multiple chemical sensitivities (MCS); others simply want to know what’s actually in the materials they’re putting into their homes.

Research: Two clear threads

Green Building Supply’s customers aren’t casual comparison shoppers. Many arrive because something in their home has already made them sick, and they’re looking for materials that won’t make it worse. They want a paint that won’t trigger their MCS, or flooring that won’t shed volatile organic compounds (VOCs) into a child’s bedroom. Here are two typical requests from website visitors:

“Some of my new furniture was off-gassing so bad I had to keep my clothes in the closet to prevent contamination. I was looking at the sealants to help mitigate this.”

“I need eco-friendly and safer chemical products… I also value the environmental concerns of making better choices for our earth.”

Shoppers like this have often learned the hard way that the safety labels on standard products may not mean much for people with conditions like MCS. The fact that something is legal to sell does not make it appropriate for everyone or eco-friendly… and the difference between those two things is Green Building Supply’s target market.

On the face of it, the company’s message of safety and personal testing should really resonate with their audience, but as a second strand of our research showed, many visitors were put off the site before they had a chance to get the message.

When our research team recruited qualified participants to evaluate Green Building Supply’s website alongside two close competitors, it ranked last in terms of users’ willingness to explore further.

In fact, the testers were specific about why they didn’t want to stay on the site. Their objections included:

• The homepage looks cluttered and outdated.
• Navigation feels complex and overwhelming.
• Lack of clear categories for different types of products.

Even those who did get the message found the site overwhelming:

“The video and all the information make this legitimate. It’s just so difficult to navigate that it doesn’t necessarily matter.”

How could we make the key message more visible and give visitors the confidence to navigate deeper into the site?

The original page (or control)

Here’s (the top) of the original homepage:

The tested page (or variation)

For the variation, we made multiple changes to highlight the key message and guide visitors deeper into the site:

Each of our changes targeted one or more of the objections above:

• New headline: “Most building materials are perfectly legal… That’s not the same as safe.” This echoed and reinforced the conversation hanging inside visitors’ heads, framing the company and showing that it was on their side.
• New copy: “We’ve spent 35 years personally testing every product…” highlighted the brand’s long track record and hands-on product expertise.
• New CTA buttons: “Shop Non-Toxic Flooring” and “How We Test Products” highlight both the action (browse) and the differentiator (testing).
• Four USPs within a trust bar directly under the hero: Every product is tested, same-day shipping, real expert advice, safe for MCS sufferers.
• Category navigation: A row of visual tiles for each flooring type plus paints, kitchens, and home goods, so visitors could click straight through to what they came for.

Result: +25% conversions for this test

During the test, we observed a 25% increase in transactions with visitors who were shown the variation.

By placing the core message front and center, we were able to reflect visitor concerns and highlight the testing USP. Visitors who were attracted by this message weren’t overwhelmed with options. Instead, a clear product category grid guided them deeper into the website, increasing their likelihood of exploring and buying.

What’s next

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of Green Building Supply’s business and then to other clients.

If you want us to grow your profits — quickly and efficiently — check if you qualify for a free one-on-one strategy session with one of our CRO consultants.

We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.

Thanks to Green Building Supply for letting us share these insights (and for being such a great team to work with).

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