


Content that Converts
By optimizing Bailey’s CBD’s homepage with a story-rich, best-practice layout, we lifted conversion rate 29.51%, revenue per visitor 33.24%, and AOV 2.88%, adding about $9,218 in monthly revenue ($110,616 a year) from one 14-day test.
Opportunity
The previous homepage wasn’t empty: it showed product cards, prices, and a hero banner... but it skipped the parts new pet parents really needed:
- Unanswered “why”: no quick overview of CBD’s benefits for pets
- Hidden reassurance: lab results and vet backing sat several clicks away
- Single path: one generic CTA left newcomers to figure out where to start
Visitors needed context and confidence before clicking “Add to Cart.”
Solution
"Tell the story before you sell the product"
- Answers the “what & why” in a single glance
- Shrinks doubt before price appears
- Shows real pet results without extra clicks
- Lets shoppers self-segment in one tap
- Adds expert credibility where health decisions happen
Products, prices, and imagery stayed the same; only these content sections were added. Variant ran 50/50 against the control for 14 days.
Result
A single, story-first homepage answered key questions, built trust, and guided visitors to the right products: proving that well-placed content can multiply revenue without touching ad spend. Bonus: the richer copy naturally improved organic visibility, even though SEO wasn’t the goal.
- +29.51% conversion rate (95% confidence)
- +33.24% revenue per visitor
- +2.88% average order value
- $9,218 extra revenue every month ($110,616 per year)
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