Does reduced hero copy with no heading lift homepage conversion?
The desktop homepage hero had a heading and a block of copy above the form. We removed the heading and cut the copy down to clear instructions. Conversion rose 7.6% over 21 days, and we implemented the change.
Won Desktop 21 days Called at 90%
The hypothesis
By reducing the copy above the fold and focusing on clear instructions, we will draw more visitors to the form, resulting in more visitors starting their registration.
Visitors came to the homepage to renew a vehicle registration. The hero gave them a heading and a block of copy to read before they reached the form.
We had already run the same change on the mobile homepage, where it reached our confidence bar.
What we changed
We removed the hero heading and cut the copy down to instructions.
The variation removed the heading from the desktop homepage hero and rewrote the copy to focus on what visitors needed to do next. The form and the rest of the page stayed the same.
- Hero heading removed
- Copy cut down to clear instructions
- Desktop homepage only
The result
Reduced hero copy lifted desktop conversion 7.6% over 21 days.
The variation led the control from the first day and kept its lead for 21 days. Conversion rose 7.6%, and we implemented the change on desktop.
The mobile version of the same change won with a 2.3% lift and was implemented as well.
What we took from it
Less to read before the form got more visitors started.
Visitors already knew why they came. The heading and longer copy stood between them and the form without telling them anything they needed. Short, direct instructions pointed them straight to the first step, on desktop and on mobile.