Does removing the hero image lift mobile collection page sales?

Our mobile collection pages opened with a large hero image that pushed products down. We tested removing it so products showed right away. Over 4 days of data, conversion rose 15.1% and revenue per visitor rose 24.2%.

Won Mobile 4 days Called at 90%

SURFACE

Collection page

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By removing the hero image from mobile collection pages, we will show more products on the first screen, resulting in more shoppers finding a product and buying it.

An earlier test found that shoppers often never reached the filters and products because content sat above them. On a phone, the hero image filled most of the first screen without helping anyone choose a flower.

What we changed

Hero image removed so products show on the first screen

We removed the hero image from the top of mobile collection pages. The products moved up into the first screen. Filters, copy and products stayed the same.

VAR A: FINDABILITY

Hero image removed
Products moved into the first screen

The result

Removing the hero image lifted conversion 15.1%

CONVERSION RATE

+15.1%

REVENUE PER VISITOR

+24.2%

Over 4 days of data, pages without the hero image converted 15.1% better than the original, and revenue per visitor was 24.2% higher. Mobile collection pages get heavy traffic, so the result cleared our confidence bar quickly. Average order value also rose. We implemented the change, and a desktop version followed.

What we took from it

Shoppers wanted to see products, not a banner

On a phone, the hero image used the first screen without helping anyone choose. With it gone, shoppers saw products right away and more of them bought. The lift held across revenue and order value.