$110,616 Annual Lift From a Single Homepage Test

Content that Converts

By optimizing Bailey’s CBD’s homepage with a story-rich, best-practice layout, we lifted conversion rate 29.51%, revenue per visitor 33.24%, and AOV 2.88%, adding about $9,218 in monthly revenue ($110,616 a year) from one 14-day test.

Opportunity

The previous homepage wasn’t empty: it showed product cards, prices, and a hero banner... but it skipped the parts new pet parents really needed:

• Unanswered “why”: no quick overview of CBD’s benefits for pets
• Hidden reassurance: lab results and vet backing sat several clicks away
• Single path: one generic CTA left newcomers to figure out where to start

Visitors needed context and confidence before clicking “Add to Cart.”

Solution

"Tell the story before you sell the product"

1. Answers the “what & why” in a single glance
2. Shrinks doubt before price appears
3. Shows real pet results without extra clicks
4. Lets shoppers self-segment in one tap
5. Adds expert credibility where health decisions happen

Products, prices, and imagery stayed the same; only these content sections were added. Variant ran 50/50 against the control for 14 days.

Result

A single, story-first homepage answered key questions, built trust, and guided visitors to the right products: proving that well-placed content can multiply revenue without touching ad spend. Bonus: the richer copy naturally improved organic visibility, even though SEO wasn’t the goal.

• +29.51% conversion rate (95% confidence)
• +33.24% revenue per visitor
• +2.88% average order value
• $9,218 extra revenue every month ($110,616 per year)