When you're pouring budget into traffic acquisition—ads, influencers, SEO—there’s one question that separates high-performing brands from everyone else:
Are you converting that traffic efficiently?
A full homepage overhaul can seem like the fastest path to better performance, but it’s often a shortcut to lower conversions.
Instead of redesigning everything at once, we use a data-driven, iterative testing strategy to optimize what matters most.
For Go Nutré, we used insights from heatmaps and dropoff reports to identify key areas of opportunity.
Then, we ran a focused series of A/B tests — isolating one variable at a time — to improve performance without the guesswork.
Why Does CRO Matter?
Unlike driving more traffic (which often costs more), CRO makes existing traffic more valuable.
Key benefits include:
- More efficient ad spend (higher ROAS)
- Lower customer acquisition costs (CAC)
- Better user experience
- Improved retention and satisfaction
CRO is especially powerful for DTC and ecommerce brands, where even small percentage improvements can yield huge revenue gains.
The Challenge
Go Nutré already had a great product and high traffic. But their homepage wasn’t at 100%. Users were landing on the site, not finding a compelling reason to act, and bouncing without exploring further.
Some of the specific issues included:
- A cluttered above-the-fold area with mixed messages
- CTAs that were not visible enough or optimized for mobile
- Limited trust signals
The brand needed a homepage that clearly communicated what the product is, why it’s valuable, and what to do next, all within a few seconds of landing.
The CRO Process: Hypothesize, Test, Optimize
The CRO team followed a classic test-and-learn framework:
- Audit the existing homepage using behavioral analytics (heatmaps, scrollmaps, click tracking)
- Map user friction points—what’s causing hesitation, confusion, or drop-off
- Develop new homepage variations with improved structure, messaging, and visuals
- A/B test the new version against the control to measure results
Key Changes That Improved Conversion
Let’s walk through the major improvements made to the homepage:
1. Clear, Action-Oriented Above-the-Fold
The above-the-fold (ATF) section—what users see before scrolling—is the most valuable space on your homepage.
The original hero section was visually busy and had multiple elements that made it hard for users to quickly grasp what to do next.
The new design focused on clarity, simplicity, and momentum:
a) Optimized Image and Copy Layout
- Before, images and text competed for attention. The layout lacked a clear reading flow, especially on mobile.
- The redesign implemented a cleaner image-to-text ratio, with better use of whitespace and visual hierarchy. Images supported the message rather than distracting from it, and copy blocks were broken into digestible pieces.
- Users could now skim quickly and understand the benefits without effort. Visuals reinforced trust and appetite appeal, not clutter.
b) Added Review Stars
- We added star ratings early in the homepage flow
- Star ratings act as instant social proof. They’re fast, familiar trust signals that reduce anxiety and make users feel more confident taking the next step.
c) Full Width CTA
- The CTA button was expanded to span the full width on mobile and large sections on desktop.
- Bigger buttons are easier to tap and more visually dominant. This improved click-through rates and made the action feel more obvious and intuitive.
d) Add Unique Selling Propositions
- Short, punchy value bullets were added throughout the page. These USPs were often paired with icons for fast scanning.
- They reinforced Go Nutré’s differentiators and gave users a quick grasp of the benefits, without needing to read long-form copy.
These changes instantly answered the three most important questions: What is it? Why should I care? What do I do now?
🎯 Hero Results: 18% Subscription Purchase Lift
2. The Sticky Call to Action
Many homepage visitors don’t convert above the fold. They scroll to learn more. But without a persistent CTA, they reach the bottom of the page without a clear or easy way to act, especially on mobile.
A sticky CTA solves this by keeping the primary action visible at all times, whether someone is reading about the product, browsing testimonials, or comparing Go Nutré to competitors.
On desktop and mobile, the CTA followed the user as a slim, unobtrusive bar at the top or bottom of the screen. It matched the brand design and didn’t interrupt content, but it stayed clickable at every stage.
This meant:
- Fewer missed conversion opportunities
- Less friction for mobile users (who typically scroll more)
- Higher visibility for the offer
The sticky CTA helped translate interest into action by catching users right at their moment of intent, without making them scroll back up.
Combined with other homepage improvements, it contributed to a smoother, more conversion-friendly journey—especially for users who were sold by the testimonials, comparison table, or “How It Works” section further down the page.
🎯 Sticky CTA Results: 7% Subscription Purchase Lift
3. Optimizing Trust and Credibility Signals
People trust other people more than they trust brands.
Go Nutré was already doing a good job of including reviews on their homepage; however, the section was redesigned with a new layout.
Here’s what we changed:
- A compelling title for the section was included
- A clean layout and a light background were used to improve readability
- The best review was showcased first
🎯 Optimize Review Section Results: 14% Subscription Purchase Lift
4. Optimizing the “How it Works” Section
One of the biggest conversion killers is confusion. If people don’t understand how your product works or think it sounds complicated, they’ll bounce.
We addressed this by revamping its “How It Works” section to be:
- Clear
- Visual
- Reassuring
The section was simplified into a three-step carousel, each with a short headline and supporting sentence. This format creates clarity and makes the service feel easy and doable.
Each step was paired with a simple custom image, helping break up the text and making the process intuitive at a glance. The visuals build mental momentum—people can see themselves going through the flow effortlessly.
🎯 Optimize “How It Works” Section Results: 16% Subscription Purchase Lift
5. Us vs Them Redesign
One of the most important additions to the Go Nutré homepage redesign was a revamped “Us vs. Them” comparison table—a high-impact visual that helped potential customers instantly understand what makes the brand better than alternatives.
This section plays a key role in competitive positioning and addresses a common consumer question:
“Why should I choose you over ___?”
The original homepage hinted at benefits like “fresh,” “chef-made,” or “convenient”—but it didn’t provide context. Compared to what? How is this different from a frozen meal, meal kit, or even takeout?
Without a side-by-side contrast, visitors had to do that mental math themselves, and many wouldn’t bother.
The redesigned section featured a simple but sharp comparison table that made the value proposition visually undeniable—no scrolling, no reading blocks of text.
In 5 seconds, a user can say, “Okay, this is better.”
Why does this work?
- Anchoring: By comparing against inferior options, your offer looks stronger.
- Cognitive ease: Tables are processed faster than paragraphs.
- Builds urgency: If this is clearly better, why wait?
🎯 “Us vs Them” Chart Results: 42.6% Subscription Purchase Lift
Takeaways: CRO is a Growth Lever, Not a Tactic
What Go Nutré’s success shows is this: CRO isn’t about tweaking colors or making things prettier. It’s about crafting an experience that removes friction and motivates action.
Here’s what we learned:
- Clarity is king: Tell users what you offer and how to get it—fast.
- Trust sells: Social proof, credibility, and transparency reduce hesitation.
- Design for behavior: Structure your homepage to guide, not just impress.
- Test everything: You don’t need to guess what works—let the data show you.
See the Transformation
Scroll through the visual case study above to see the "before" and "after" homepage snapshots. You’ll notice how subtle layout shifts and messaging clarity led to major business results.
Want These Results for Your Brand?
If you’re investing in traffic but your homepage isn’t converting, CRO may be the unlock you’re missing. You don’t need to overhaul everything—just start with smart, strategic changes that compound over time.
👉 Ready to turn more clicks into customers?