Putting bestsellers on the homepage

The problem

I did this at EchoLogyx, for a UK consumer brand. The homepage was missing an easy path to bestsellers. Most traffic landed there first. Finding the products people already wanted meant an extra click to a collection page. Some visitors did not take that step.

What I changed

I added a product carousel to the homepage. It showed a short list of best-selling items, so people could browse and add from the first screen. Layout and the rest of the page stayed in place. The test ran in Adobe Target.

The results

The winning design lifted:

• 35% more add to basket
• 12.3% more product page views
• 18% more checkout visits
• 11.6% more transactions
• 5.2% higher average order value

Put the products where the traffic already is, then measure basket and checkout, not just clicks.

Control

Variation