hello@craftberry.co
EU, EST 2015©
Revenue per visitor
+35.4%
Average order value
+26.5%
Conversion rate
+7.0%
A European medical equipment retailer wanted to improve its homepage performance and convert more visitors into customers. But the store needed a clearer picture of what was preventing visitors from buying.
Industry
Medical equipment
Market
Europe
Page tested
Homepage, desktop and mobile
Testing tool
Intelligems, 30 days
Services & Technologies
To better understand what might be holding them back, we analysed customer reviews and insights from the support team. We found that shoppers particularly valued expert advice, fast dispatch, and reliable post-purchase support.
Yet these strengths weren't clearly communicated to first-time visitors on the homepage.
At craftberry, we used these findings to identify conversion rate optimization opportunities and develop a Shopify A/B test grounded in customer feedback rather than assumptions.
Services
What we tested
Tools
Intelligems
Trustpilot
Klarna
PayPal
Buying medical equipment online is rarely an impulse decision. Products can cost several hundred euros, and shoppers need to understand whether they're choosing the right equipment and what support they'll receive after buying.
They need more than product specifications. They want to know whether the equipment is right for them, whether someone can help them choose, and what happens if they need to return it.
This retailer already gave customers reasons to feel confident. Its reviews repeatedly praised expert advice and fast dispatch. But those strengths were difficult to find on the homepage.
After the store’s Shopify migration in spring 2026, daily revenue was 41% higher than before, while conversion dropped from 1.59% to 1.32%.
This gap gave us a reason to investigate what might be preventing more visitors from completing a purchase.
Reviews praising expert support
35
Reviews praising fast dispatch
26
Support chats asking about pay later
11
As part of our Shopify CRO research, we analysed customer reviews and support conversations rather than choosing a homepage element based on common ecommerce practices.
Expert support was the most praised benefit, followed by fast dispatch. In support conversations, shoppers kept asking whether they could pay later.
Next, we compared those findings with what new visitors actually saw:
Customers praised the store for the service around its products, but new visitors had to search for much of that information.
Our insight: The store's strongest selling points weren't product features. They were the assurances that made a high-value purchase feel more manageable.
01 · Hypothesis
If we move the store’s key purchase assurances and customer rating to the top of the homepage, more visitors will feel confident buying, increasing revenue per visitor.
Rather than redesigning the homepage, we concentrated on making existing information visible earlier.
The idea was to answer key questions before shoppers had to search for answers.
So we ran a test.
02 · The Variation
A full-width USP bar directly under the hero with six promises: free shipping over €150, 30-day free returns, expert support, lowest prices in Europe, up to 3-year warranty, and pay later with Klarna and PayPal.
The Trustpilot rating moved above the hero. Everything else stayed the same.
03 · Results
We ran the test in Intelligems for 30 days. The variation outperformed the control across all three tracked commercial metrics: +35.4% revenue per visitor, +26.5% average order value and +7.0% conversion rate.
We used RPV as the primary success metric because it captures the combined commercial effect of conversion and order value.
After the test, the craftberry team implemented the winning variation on the live Shopify homepage.
The important discovery wasn't that every Shopify homepage needs a USP bar.
Customers had already explained why the retailer was worth buying from, but the homepage didn’t communicate those reasons early enough.
Customer reviews and support conversations revealed three priorities:
We tested bringing these assurances higher on the homepage, before visitors started comparing individual products. The research also informed a subsequent test of a homepage hero focused on the retailer's broader value proposition.
“For Shopify stores selling expensive, technical, or unfamiliar products, the goal isn't to add more trust badges. It's to identify what customers already value and test making those reasons to buy visible earlier.”
craftberry CRO team
What could A/B testing uncover in your Shopify store?
We use customer research and store data to identify testing opportunities and measure their impact on revenue.
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