Home Appliances · Adobe Target, Adobe Analytics

IFB: 12% Incremental Revenue from a Smarter Home Page

Most of IFB’s traffic landed on the home page — then wandered through listing pages and left. The shortest path to revenue was getting returning visitors back to the products they already cared about.

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30%

higher CTR from home page to product pages

5%+

conversion rate uplift

12%

incremental revenue from rerouted traffic

The Challenge

Analytics told a clear story: the home page carried the traffic, but the route from there to a product detail page ran through listing pages where interest went to die. Returning visitors — the likeliest buyers — had to re-find products they had already viewed on a previous visit.

Every extra click between arrival and product detail was measurably shaving conversion.

The Solution

Two Adobe Target experiences closed the gap. The home page gained a recently-viewed products module, putting a returning visitor's shortlist one click from re-entry. Product detail pages gained recommendations driven by browsing history, so a visitor who arrived at the "wrong" product had a relevant next step instead of a dead end.

Both ran as controlled experiments against the default experience, with Adobe Analytics measuring click-through, conversion and revenue per variant.

The Results

Click-through from home page to product detail rose 30%, conversion improved better than 5%, and rerouting that high-traffic home page directly into product pages produced 12% incremental revenue — from two focused changes, not a redesign.

Adobe Target
Adobe Analytics

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