Does a top category banner help the mobile homepage?
Our mobile homepage opened with a general shop all banner. We added a banner for the best selling category above it, matching the desktop page. Conversion rose 2.6% over 14 days and held steady, so we implemented it to keep both devices the same.
Do No Harm Mobile 14 days Called at 90%
The hypothesis
By featuring the best selling category in the mobile homepage hero, we will put proven demand in front of shoppers first, resulting in more engagement and orders.
This category drew about 4 times the homepage traffic of any other product type. A desktop test that gave it the hero spot had already won.
Mobile still led with a general shop all banner. We wanted mobile to match desktop, as long as it did not cost conversion.
Mobile conversion holds flat or better, so the homepage can match the desktop winner.
A do no harm test is not trying to win. It is judged against the criterion above, and is never counted toward the win rate.
What we changed
We added the top category banner above the shop all banner.
The control opened with a shop all banner. Var A inserted the same top category banner used on desktop above it, so it became the first thing shoppers saw. The rest of the page stayed the same.
- Added the top category banner from desktop
- Placed it above the shop all banner
The result
Conversion rose 2.6% in 14 days, clearing our do no harm bar.
Over 14 days, Var A lifted conversion 2.6% and revenue per visitor 1.4%. The lift was small but held steady through the run.
The test only had to show no harm. It cleared that bar and brought mobile in line with the desktop page, so we implemented it.
What we took from it
Matching mobile to the desktop winner held up with no loss.
Shoppers on this homepage already favored this category, so leading with it on mobile gave them a faster path to what most came for. The gain was modest, but 1 hero across devices is simpler to manage and to test against next.