We added a readable benefit. Revenue Jumped 31%.

Didn’t plan for this one to be interesting. It was supposed to be a routine “clean up the Welcome #3 layout” maintenance test - tidy the flow, kill some padding crime, make sure the hero didn’t look like it was built on Wix by someone’s nephew.

Then the revenue chart slapped us.

The hunch? The old Welcome #3 was doing that thing ecom emails love to do: talk too much, show too much, and ask too late. A gorgeous brochure, sure - but brochures don’t convert, they get stacked on kitchen counters and die there.

So we ran a Variant that shifted weight:

Less “buy our product because AI” energy… more “here is the benefit you will get and in how long, front and center, do with that what you will.”

What We Changed

Control (A)
A full-blown ecom magazine issue. Long scroll. Testimonials, founder message, product breakdown, benefits section, more testimonials - a textbook “let’s introduce the brand” play. Pretty. Comprehensive. Slightly exhausting.

Variant (B)
We YOLO’d the hierarchy:

• Benefits moved to the absolute top. No warming up. No foreplay.

• ‘Better oral health in just 20 seconds’ is a clear benefit right at the top of the email.

• Cleaner mid-section.

• The social proof made tighter.

• Less “brand documentary,” more “here’s the value stack - claim it.”

• Layout pacing fixed so people actually reach the CTA without aging a year.

Basically: we cut the carbs and left the protein.

What Happened

The spreadsheet didn’t lie.

• Revenue per Recipient → $0.039 < $0.16 (+310%)

• Order Rate → 0.026% < 0.052% (+100%)

• AOV → $149.50 < $323.24 (+116%)

That’s a 3× lift in revenue per recipient.

Variant B didn’t just win - it printed 310% more per send. No extra discount, no trick subject line. Just putting a cleat benefit high up on the email, and cutting down on stuff the viewer needs to read.

Why It Worked

A lot of buyers were already sold - the Control just made them work too damn hard.

People in Welcome flows don’t need a college orientation tour. They need the shortest path between “I’m curious” and “Shut up and take my money.”

B served that path.

Variant B put the incentive where the attention actually was.

Closing Insight

The takeaway your team needs Sharpie’d on their workflow: the highest-converting emails aren’t the prettiest - they’re the clearest.

Hierarchy > Aesthetics

Clarity > Storytelling

Offer > Everything Else