Test archive / Collection page
Does moving the collection page header below products lift sales?
On mobile, the collection page opened with a header block of copy before the promo banner and products. We moved that header below the product list so the promo banner showed first. Conversion rate rose 10.6% over 13 days.
Won Mobile 13 days Called at 90% Reviewed
The hypothesis
By moving the header copy below the product list, we will put the promo banner and products first, resulting in a cleaner first view and more orders.
Most shoppers land on a collection page to browse, not to read. The header copy pushed the promo banner and the first products down the screen.
Moving it lower clears the first view for the offer and the products, while keeping the copy on the page.
What we changed
We moved the header copy below the products and added a short new H1.
In both variations, the header block that opened the page moved below the product list. A new, short H1 took its place at the top, so the promo banner and the first products showed sooner. Var A and Var B were 2 layouts of this same idea. We tracked new and returning visitors separately.
- Header copy moved below the product list
- New short H1 at the top of the page
- Promo banner shows right under the H1
- Header copy moved below the product list
- New short H1 at the top of the page
The result
Moving the header below products lifted mobile conversion 10.6%.
Over 13 days on mobile, conversion rate rose 10.6% and revenue per visitor rose 15.1%. Both variations beat the control, and we implemented Var A. The biggest lift came from returning visitors. A desktop version of the same change ran as a separate test with a different result, so this entry covers mobile only.
What we took from it
Returning shoppers wanted products first, not header copy.
On mobile the first screen is small, and the header copy used much of it. Moving the copy lower let shoppers see the offer and start browsing right away. Returning visitors gained the most, since they already knew the store and did not need the intro to find what they wanted.