Put your standards and clinical studies one click from the homepage
A homepage band states the brand idea and links straight to "Our Science & Design" and "Our Clinical Studies", with "Our Standards" in the top nav.
What it is
Under a header whose only text link besides the menu is "Our Standards", a homepage band pairs a photo of translucent capsules with the line "Our radical idea: supplements should work." Two underlined links follow: Our Science and Design, and Our Clinical Studies.
Why it works
In a category where every brand says "clean" and "science-backed", the proof is the differentiator. Putting standards in the nav and studies on the homepage treats them as the answer to the question that blocks the sale, rather than as footer pages for the rare shopper who digs.
How to test it
- Hypothesis
- Linking standards and clinical studies from the homepage and nav will lift new-visitor conversion rate in a trust-sensitive category.
- Primary metric
- Conversion rate (new visitors)
- Guardrail metric
- Homepage to product page click-through, to confirm the links do not pull shoppers away from buying
Related ideas
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