Do separate homepage hero buttons for each audience help?
Our homepage hero served 2 audiences, freight customers and truck carriers, with a Get Started button and a Learn More button. We tested 2 buttons, 1 for each audience, with Learn More removed. The variation measured +119.3% over 10 days, short of our confidence bar.
Not significant Responsive 10 days Not called
The hypothesis
By giving each audience its own button in the hero, we will help visitors pick the path that fits them, resulting in more hero clicks, fewer bounces and more visitors reaching the lead forms.
Before this test we looked at where homepage visitors went. Most left within a minute, and only a small share clicked through to the carrier or freight customer sign-up pages. Many went to the about pages instead, which had no button above the fold, and a large share left from there.
The homepage served 2 very different audiences with 1 generic button. Splitting the hero into 2 labeled paths was the simplest way to let each visitor choose.
What we changed
We replaced the hero's 2 generic buttons with 1 button for each audience.
The control hero had a single Get Started button and a Learn More button. The variation replaced both with 2 side-by-side buttons: 1 for businesses that need to move freight and 1 for drivers and carriers. Each button led straight to its own sign-up form. The Learn More button was removed.
- Button for freight customers
- Button for drivers and carriers
- Learn More button removed
The result
The 2-button hero measured +119.3% over 10 days, short of our bar.
Both new buttons drew far more interaction with the hero than the single Get Started button had. But the Learn More button we removed had drawn a large share of clicks in the control, and 10 days of traffic was not enough for the lift to reach our confidence bar. We paused the test to build a follow-up that kept both audience buttons and brought Learn More back.
What we would do next
Keep both audience buttons and bring back Learn More.
Splitting the hero by audience got visitors moving, but removing Learn More took away a path many visitors wanted. Some were not ready to sign up and wanted to read first. The next round tested the 2 audience buttons with Learn More added back, so visitors ready to act and visitors still researching both had a clear option.