Sorte Online Used VWO to Reposition Its Lottery Pool Showcase and Improve Add-to-Cart Rate

The Sorte Online homepage converted at a lower rate than other parts of the site, and the lottery pool showcase was a major reason. Lottery pools were one of the platform’s main revenue drivers, but they didn’t stand out against the other components competing for attention on the homepage.

The team looked closely at where lottery pools sat in the page hierarchy and how it competed for attention. The product had strong demand, but the homepage wasn’t doing much to surface it. The position and format both seemed like they could be holding it back, so the team set out to test both and see how each one affected conversion.

Hypothesis:

If the lottery pool showcase moved higher up the homepage and the cards themselves became more visually compelling, more visitors would notice the offer and act on it. Better visibility, paired with clearer pricing and a stronger call to action, should drive more conversions.

Changes implemented:

The team ran an A/B test using VWO Testing – Web.

Control kept lottery pools in its existing homepage position with the standard layout.

Variation 1 moved the showcase higher up the page, above the secondary showcases, while keeping the existing card format. This isolated the effect of position alone and showed only three lottery pools.

Variation 2 kept the showcase in the same top position as Variation 1 but changed the format too: larger cards, the jackpot and odds called out clearly, and a direct CTA like “Buy Lottery Pool” or “Join now.” This combined the effects of position and format.

Results

Add-to-Cart was the primary metric tracked in VWO. Here is how variations performed compared to the control:

• Variation 1, with the position change alone, improved the add-to-cart rate by 5.46%.
• Variation 2, which combined the position and format changes, performed best, delivering a 6.73% uplift in the add-to-cart rate. 

This proved the hypothesis that both position and format played a key role in improving the add-to-cart rate.

Sorte Online didn’t touch the lottery pool product or its pricing, but instead tweaked how it was presented, and conversions improved. The card format from Variation 2 is now seen as the strongest path forward, and the team has rolled out adjusted versions of it into production to see how it holds up at scale.

VWO gave the team a clear, structured way to test the change and trust the results. Start your 30-day free trial of VWO and see what a structured experimentation approach can do for your homepage funnel.