We ran an A/B test on the homepage of a DTC subscription brand, OMI WellBeauty, to answer one specific question: Does removing a decision from the top of the funnel actually help people buy?

The original homepage asked visitors to choose between two products right when they landed, before they’d even decided to buy anything. That kind of friction isn’t a KPI metric, so understanding the customer flow was essential to shaping the right strategy.

After executing the plan, OMI’s conversion rate rose 19.18%, revenue per visitor rose 33.02%, and people who trusted the brand converted at more than 2x their previous rate.

The Problem: A Product Decision Before a Purchase Decision

OMI sells a flagship supplement in two different formats and lets customers choose whichever type of product they like, based on their taste and preferences. On the original homepage, the hero section asked visitors to choose between the two formats with two separate buttons, each routing to its own page.

At first, this doesn’t look like friction. In fact, it feels like we’re serving what customers want. But the purchase flow was broken. The site was actually forcing visitors to choose between two products even before making a purchase decision.

Then, whichever button they clicked, they were sent to a separate page for the product in a different format accordingly. That’s a full page load right after the homepage has built the most momentum.

It's a pattern we see consistently across e-commerce brands, and it's one that never shows up cleanly in analytics.

• Visitors were forced to choose a product before they’d decided to purchase at all.
• Each choice triggered a full page reload, breaking the momentum the homepage had already built.
• The homepage’s real job is building enough trust and interest to move the purchase decision forward, and that was getting undercut by the misplaced decision point in the journey.

Simply put, the homepage was doing all the hard work and handing visitors away before establishing clear purchase intent.

The Solution: Remove the Decision, Keep the Momentum

Rather than testing the button and the page flow as two separate experiments, we shipped both changes together as a single variant against the existing homepage. Here’s how:

1. One outcome-led decision instead of two product decisions

We replaced the two competing buttons with a single call to action tied to the customer’s goal, not a product spec they don’t know anything about yet. Instead of asking which product they want, we asked them to commit to the results they were already there for. That’s a decision visitors are actually ready to make on their very first scroll.

2. The offer moved to the visitor, instead of the visitor moving to the offer

Instead of sending visitors off to a separate page, the new call to action kept them right where they were, moving the offer to them instead of asking them to go find it. No second decision, no extra page load, just a continuous path from interest to purchase.

3. The headline was strengthened with a specific, credible claim

We sharpened the hero copy to lead with concrete, clinically backed results, giving visitors a reason to trust the outcome before they ever reach the offer.

This has removed all three blockers, namely a choice, a click, and a reason to hesitate in their purchase journey.

The Results

Measured across the test period, the new homepage outperformed the original on every metric we tracked.

Why It Worked

The results point exactly where friction costs a brand the most. It’s not hidden deep in checkout, but at the very first decision a visitor is asked to make. Removing the product decision from the homepage didn’t just simplify the page, but also let visitors choose between their desired products right after they begin to trust the product, so we kept that choice when they reach the buy box.

The clearest signal is in the returning visitor numbers. Subscriber renewal orders jumped +107%, and revenue per returning visitor rose +129.77%, telling us the old flow was holding back exactly the visitors most inclined to buy: people who already trusted the brand and just needed a clear path to check out. 

Once that friction was removed, they converted at dramatically higher rates.

Key Takeaways

• Sequence the decisions correctly. Don’t ask a visitor to choose between more than one option as soon as they land. Validate their intentions and let them decide right when they purchase without any friction in between.
• A single, outcome-led call to action can outperform two specific ones. Speaking to the customer’s goals removes a decision they aren’t ready to make yet.
• Keep momentum on the page. Don’t route a purchase-ready visitor to a new page. One extra click, and they’re gone. Make sure the route is seamless by understanding your buyer’s behavioral psychology.
• Returning visitors are the most sensitive to funnel friction. They already trust the brand, so ensure there is no confusion in between the flow that’ll cost you more than warm traffic.

Ready to Find Your Own Win?

If your homepage is asking visitors to make product decisions before they’ve decided to buy, you’re likely adding friction at the exact point the momentum is built.