Does removing descriptive copy from the mobile homepage lift sales?

Our mobile homepage hero paired a headline with a paragraph of descriptive copy. We tested removing the copy, a new button design, and a new destination page. Over 5 days, removing the copy cut conversion 34.7%.

Lost Mobile 5 days Called at 90%

SURFACE

Homepage

DEVICE

Mobile

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

3

The hypothesis

By simplifying the mobile homepage and removing descriptive copy, we will reduce mental effort and build confidence, resulting in more visitors continuing to the product page.

The mobile hero had a split design and several lines of text that made it hard to read. Its red Shop Now button did not match the page it led to, and red can read as a warning.

We tested a simpler hero using the winning headline from an earlier test, a calmer button, and a destination page that included the site menu.

What we changed

Descriptive copy removed, with a new button or a new destination

Var A used the winning headline from an earlier test and removed the descriptive copy. Var B made the same change and updated the button's color and size. Var C sent visitors to a product page that included the site menu.

Var A: Remove Descriptive Copy wireframe — VAR A: REMOVE DESCRIPTIVE COPY

Winning headline from an earlier test
Descriptive copy removed

Var B: Var A + CTA Design wireframe — VAR B: VAR A + CTA DESIGN

Descriptive copy removed
Button color and size updated

Var C: Menu Destination wireframe — VAR C: MENU DESTINATION

Button leads to a page with the site menu

The result

Removing the descriptive copy cut conversion 34.7%

CONVERSION RATE

-34.7%

REVENUE PER VISITOR

-38.2%

VAR C REVENUE/VISITOR

+10.3%

Over 5 days, removing the copy (Var A) cut conversion 34.7% and revenue per visitor 38.2%. The loss cleared our confidence bar, so we paused it. The new button (Var B) cut conversion 8.6%, and the new destination (Var C) was about flat, with revenue per visitor 10.3% higher. We then ended the test to rerun the best ideas in a cleaner follow-up.

What we took from it

Users converted better with the descriptive copy in place

The descriptive copy explained the product before visitors moved on. Without it, fewer visitors were ready to buy. The button update won back much of that loss, which points to the button as the stronger lever on this page.