Does moving the homepage product carousel below the hero lift sales?

Our homepage put several steps between shoppers and the products. We tested moving a product carousel of top sellers directly below the hero. Over 9 days, conversion moved 1.8% lower, short of our confidence bar.

Not significant Responsive 9 days Not called

SURFACE

Homepage

DEVICE

Responsive

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By moving the product carousel directly below the hero, we will cut the steps from the homepage to products, resulting in more sales from the homepage.

The homepage asked shoppers to move through other content before they saw products to buy. Putting top sellers right below the hero gives shoppers who are ready to buy a faster path to a product page.

What we changed

The product carousel moved directly below the hero, with top sellers

Var A moved the product carousel up to sit right below the hero. We filled it with the store's top sellers, so the first products shoppers saw were the most popular ones.

VAR A: PRODUCT ACCESS

Product carousel moved directly below the hero
Carousel filled with top sellers

The result

Conversion moved 1.8% lower, short of our confidence bar

CONVERSION RATE

-1.8%

REVENUE PER VISITOR

-5.1%

Over 9 days, the version with the carousel below the hero converted 1.8% worse than the original, and revenue per visitor was 5.1% lower. Neither gap reached our confidence bar, so we paused the test without a winner.

What we would do next

Retest with a longer run before ruling the idea out

Moving top sellers up did not lift sales over 9 days, and revenue trended lower. The run was short, so we would retest with more time before ruling the idea out, or test a lighter change, such as quick links to top sellers below the hero.