Does pointing the mobile homepage hero at products lift conversion?

Our mobile homepage hero was neutral and hinted at a comparison step that did not exist. We tested pointing it to all products, and a hero built around 1 product. Over 21 days, the single product hero lifted conversion 29.4%.

Won Mobile 21 days Called at 90%

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By setting clear expectations for the next step in the mobile homepage hero, we will give shoppers more confidence, resulting in more purchases.

The hero's message was neutral and suggested a comparison or product selection step. The page it linked to did not match that message, so shoppers arrived unsure of what came next.

We tested 2 fixes: sending the hero to the full product category, and highlighting a single product so the message matched the destination.

What we changed

Hero sent to all products, or rebuilt around 1 product

Var A kept the hero and pointed its button to the all products category page. Var B highlighted a single product: it updated the title copy, moved the product image up and made it clickable, and moved the shop now button.

Var A: Change Destination wireframe — VAR A: CHANGE DESTINATION

Hero button links to all products

Var B: Product Focus wireframe — VAR B: PRODUCT FOCUS

Hero rebuilt around a single product
Updated title copy
Product image moved up and clickable
Shop now button moved

The result

The single product hero lifted conversion 29.4%

CONVERSION RATE

+29.4%

REVENUE PER VISITOR

+25.3%

VAR A CONVERSION

+24.9%

Over 21 days, the single product hero (Var B) converted 29.4% better than the original, and revenue per visitor rose 25.3%. Pointing the hero to all products (Var A) also beat the original, with conversion up 24.9% and revenue per visitor up 13.3%. Var B led on both and cleared our confidence bar on conversion, so we sent it for implementation.

What we took from it

Shoppers needed the hero's message to match where it led

Both versions made the path from the hero clearer, and both beat the original. The single product hero did best because its message, image and destination all pointed the same way. Shoppers knew what they would see before they tapped.