Chef clothing supply company · Ecommerce

[PRE LAUNCH] Using the homepage banner for what people came to buy.

Headline result

+43% revenue

Chef clothing supply company

01 / Context

A specialist chef clothing store, selling online.

A chef clothing supply company with an online store. Like most ecommerce sites, the homepage banner is one of the first things visitors see, so it has a fair bit of say in where they go next.

Business: Chef clothing supply company
Sector: Ecommerce

02 / The problem

The banner was pushing a range most visitors weren’t there for.

The homepage banner was being used to promote a low-selling product category, while a large portion of visitors were looking for a different category altogether. So the people who made up most of the traffic had to find their own way past it to get to what they wanted.

Once that was clear, updating the banner became the first priority. Low effort, high impact.

03 / Hypothesis

If the homepage banner features the range most visitors are looking for, they’ll get to it in fewer steps and more of them will buy.

04 / Results

A simple swap, and the results held after rollout.

Revenue: +43%
Transactions: +23%
Average order value: +17%

Updating the banner to the most popular range shortened the path to that category, and revenue was up 43% over the testing period. Transactions were up 23% and average order value 17% (so more orders, and bigger ones).

After the change went live for everyone, the improvements stuck. It set a new benchmark for the site, and gave us some good insights to take testing further.

05 / Learnings

What we took forward.

Check what the homepage is promoting against what visitors are looking for. Here, the two didn’t match.
Start with the low-effort, high-impact fixes. A banner swap was the obvious first test.
Shortening the path to a popular category can lift order value as well as conversions.

Got 45 seconds?

Let’s find the leak.

Tell me where things feel stuck. I’ll take a look and come back with a useful next step — not a generic sales script.