Case Study: Category Additions to Homepage

Adding additional categories to a partner’s homepage lowers bounce rate, increases conversion rate

Case Study: Category Additions to Homepage

Leading Replacement Part Company*

Industry: Service

Location: Minnesota

Size: 12,000 employees

(*Company name has been omitted to honor our partner’s privacy.)

About

Increase Conversion, Decrease Bounce Rate

Users visiting this company’s homepage had limited options to progress on the site when landing on the homepage. As a long-established brand in the window parts industry, this website called for more robust options in category selections.

Looking through Google Analytics, Trinity found the top products and categories for the site. Because the homepage had very little content, it was determined that adding these additional options would be the best approach to improve progressions and reduce bounce rate.

These three new sections were: “Explore Window Parts”, “Explore Door Parts” & “Other Popular Categories”. Each of these new sections included the top 5-6 subcategories and a “View All” button that brings users to the top level category page.

Website Control

Website Variation

Results

Decreased bounce rate and increased conversion rate implies that users are finding the parts they need more efficiently. For this reason, the client and the Trinity team determined this to be a success and it is now a permanent fixture on their site.

+ 4 %

increase in conversion rate

- 0 %

decrease in bounce rate

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