Experiment Report
Homepage - Above The Fold

Case Background

Nguyen Coffee Supply is America’s first speciality Vietnamese coffee company and proud champion of the resilient robusta bean. Nguyen Coffee Supply imports through direct-trade relationships with Vietnamese farmers and roasts in Brooklyn, New York. Founded in 2018 by 1st generation entrepreneur. Specifically, Nguyen diversifies the industry through Vietnamese coffee, elevates resilient robusta as the key to our sustainable coffee future and transforms the landscape through economic advancement for both arabica & robusta farmers, globally.

Our Actions:

MID - Experiment Summary

Experiment to test the impact of optimizing the homepage above-the-fold area, for mobile devices.

Original

Variant 1

Variant 2

Variant changes

  1. Changed hero image
  2. Added copy
  3. Added CTA
  4. Added USP creatives

Status

We have served **** sessions in 7 days (21-June-2022 to 27-June-2022)

  • Objective 1: Collection page visits
Observation –
Variant 1: There is a 23.76% lift in the conversion rate
Variant 2: There is a 13.32% lift in the conversion rate
  • Objective 2: Product Page Visits
Observation –
Variant 1: There is a 27.72% lift in conversion rate
Variant 2: There is a 7.11% lift in conversion rate
  • Objective 3: Transactions

Observation –
Variant 1: There is a 135.90% lift in the conversion rate
Variant 2: There is a 179.12% lift in the conversion rate

END - Experiment Summary

Experiment to test the impact of optimizing the homepage above-the-fold area, for mobile devices.

Original

Variant 1

Variant 2

Variant changes

  1. Changed hero image
  2. Added copy
  3. Added CTA
  4. Added USP creatives

Status

We have served **** sessions in 16 days (21-June-2022 to 27-June-2022)

  • Objective 1: Collection page visits

Observation –
Variant 1: There is a 15.63% lift in the conversion rate
Variant 2: There is a 14.87% lift in the conversion rate

  • Objective 2: Product Page Visits

Observation –
Variant 1: There is a 7.80% lift in the conversion rate
Variant 2: There is no lift in the conversion rate

  • Objective 3: Transactions

Observation –
Variant 1: There is a 31.21% lift in the conversion rate
Variant 2: There is a 36.22% lift in the conversion rate

Conclusion: Optimizing the homepage above the fold has a positive impact on the conversion rate.

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