Does a different hero image lift mobile homepage conversion?
The mobile homepage led with its standard hero image. We tested 3 alternatives: the male model alone, the female model alone, and a lifestyle image with the product. Conversion moved -3.8% over 31 days, short of our confidence bar, and we kept the control.
Not significant Mobile 31 days Not called
The hypothesis
By updating the mobile homepage hero image, we will give shoppers a clearer, more relevant first view, resulting in more orders and higher revenue per visitor.
Images had already proved to be a strong conversion factor on this store. A desktop homepage test had just compared the same 3 hero options, and we brought them to mobile to see whether shoppers there responded the same way.
A result with no clear winner would still be useful, because it would let the store use the same hero on desktop and mobile.
What we changed
We tested 3 new hero images on the mobile homepage.
Each variation swapped only the hero image. Var A showed the male model alone, Var B the female model alone, and Var C a lifestyle photo paired with a product shot. The rest of the page stayed the same.
- Hero image shows the male model alone
- Hero image shows the female model alone
- Lifestyle photo paired with a product shot
The result
Conversion moved -3.8% over 31 days, short of our confidence bar.
We paused Var A, the male model, early in the test so the other variations could get more traffic. After that, Var B and Var C moved around without pulling clear of the control. Var B looked revenue neutral and Var C showed some upside, but neither reached our confidence bar. After 31 days we paused the test and kept the control image.
What we would do next
None of the 3 images beat the original hero on mobile.
Mobile shoppers did not respond to these hero images the way desktop shoppers had, so an image swap alone was not enough to change behavior here. We kept the control and moved on to a new hero image and a bigger mobile homepage redesign.