Does a full location image hero lift location page leads?
Our location pages laid copy over the destination photo, hiding much of the image. We moved the header down so the location image filled the hero. Over 14 days, leads fell 1.9%, short of our confidence bar.
Not significant Responsive 14 days Not called
The hypothesis
By making the location image more visible and reducing the copy over it, we will help visitors picture themselves there, resulting in more engagement and more lead form submissions.
The text overlay on each location page covered the destination photo, so visitors could not see much of the place they were considering. We expected a clearer view of the destination to build a stronger emotional pull toward booking a consultation.
What we changed
Header moved down so the location image fills the hero
Var A moved the header and its copy below the hero, so the location image served as a full background hero with less copy over it.
- Header moved below the hero
- Location image fills the hero
The result
Leads fell 1.9% with the image hero, short of our bar
Over 14 days, the location image hero brought in 1.9% fewer leads than the original. The gap never reached our confidence bar, but results trended down from the start. After 2 full weeks, a lift looked unlikely, so we paused the test.
What we would do next
Keep the copy in the hero and test the image another way
Seeing more of the destination did not move more visitors to reach out. The copy in the original hero may do more work than the photo. We would keep it in place and test other ways to show the destination, such as a larger photo lower on the page.
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