Does a hero panel that encloses the form lift desktop conversion?

Our desktop homepage form sat partly outside the hero panel. We tested a taller hero panel that enclosed the whole form. Over 14 days, conversion fell 13.6%, short of our confidence bar.

Not significant Desktop 14 days Not called

SURFACE

Homepage

DEVICE

Desktop

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By extending the hero panel to enclose the form, we will focus desktop visitors on the form and cut distractions, resulting in more visitors reaching checkout.

The form was the main action on the page, but the hero panel did not frame it. Wrapping the form in the panel looked like a simple way to draw the eye to it and set it apart from the rest of the page.

What we changed

Hero panel extended to enclose the whole form

Var A increased the height of the hero panel so it surrounded the lead form. The taller panel pushed the directions and other content lower on the page.

VAR A: USER FOCUS

Hero panel extended around the form
Directions moved lower on the page

The result

Conversion fell 13.6% with the taller hero, short of our confidence bar

CONVERSION RATE

-13.6%

Over 14 days, the taller hero panel converted 13.6% worse than the original. It trended below the original for 5 days in a row, so we paused it. The gap came close to our confidence bar but did not clear it.

What we would do next

Frame the form without pushing content down

Desktop visitors may have felt less sure of themselves when the taller panel pushed other information out of view. A next test would set the form apart without moving that information lower on the page.