Collection banner BFCM messaging

Before

After

Hypothesis

Adding a prominent banner at the top of collection pages (communicating key offer / USP / BFCM promo) will increase product engagement and conversion rate on collection traffic by making the value proposition clearer and reducing decision friction.

What we learned

Conversion & Revenue: • CVR: +5.52% (5.038% → 5.316%) • RPV: +6.81% ($5.47 → $5.84) • PPV: +6.84% ($4.19 → $4.47) • AOV: +1.22% ($108.59 → $109.92) • Est. +1,052 orders/month · Est. +$140,954 revenue/month Statistical Note: Confidence level: 92.9% (one-tailed z-test). Just below 95% threshold. CI: -2% to +13%. Test ran pre-BFCM (Nov 10 to 14), banner messaging was season-specific. Lift may not generalise outside sale periods. Key Learnings: ✅ Surfacing the offer at the collection level converts: Visitors browsing the PLP often don't know about active promotions. A banner made the value proposition impossible to miss before they reached the PDP. ✅ "Our Only Sale of the Year" added genuine scarcity: The framing elevated urgency beyond a generic discount. Buyers had a clear reason to act now rather than wait. ⚠️ Result is BFCM-specific: This test ran on pre-Black Friday traffic primed to buy. The banner format is reusable but the specific lift may not hold with evergreen messaging. Test a non-sale collection banner to validate the format year-round. Recommendation: WINNER Use collection banners for every major promotional window. Test an evergreen version to determine whether the format converts outside sale context.