CPG brand reduces icons on mobile and desktop for a conversion lift.

Choose your 3 most effective benefits on the homepage to drive purchases.

Too many messages can backfire.

For a CPG brand, focusing on the most effective benefits for desktop and mobile & minimizing benefit icons increased conversions.

Check this out:

Mobile: 11.0% conversion lift with “30 Year Taste Guarantee” and “Made in USA”

Desktop: 8.7% conversion lift with “Ready in Minutes,” “Just Add Water,” and “Made in USA”

Fewer messages make your benefits easy to digest.

Another bonus?

It simplifies the decision-making process. You help visitors quickly scan and understand by highlighting only the strongest benefits.

These are the ones MOST valuable to your buyer and could influence a purchase.

By only sharing your most important benefits, you ensure they’re read.

Before testing, the 5 icons overpowered screens.

When you demand too much real estate, visitors ignore it.

Takeaway: Too many benefits can dilute your message. Focus on your top 3 only.

Try it out!