Just Pizza UK Reading

This is a great example of mxiing goals, custom reporting and custom segments to gain deeper insights in your data. I do think that comparing visitors landing on a generic home page to visitors landing on a more specific category or product page may be apples to oranges, due to home pages typically having lower per visit values simply because of less qualified traffic. This data should help shape your hypothesis, but I would think A/B testing would be needed to truly validate the results.