Does a single hero image beat a split hero on the homepage?
The desktop homepage hero was split into 2 images by a vertical divider. We tested 3 single image heroes in its place, each with the same headline and button. The best version lifted desktop conversion +13.1% over 18 days.
Won Desktop 18 days Called at 90%
The hypothesis
By replacing the split homepage hero with a single focused image, we will cut visual noise above the fold, resulting in more shoppers moving on to buy.
Image choice had already moved conversion on this store. The current hero used 2 images split by a vertical line, which added noise and made it unclear where to look first.
We tested 3 single image options to learn which kind of image shoppers respond to, and to guide a larger homepage redesign that came next.
What we changed
We replaced the split hero with 1 of 3 single image heroes.
The control hero showed 2 photos side by side with a divider between them. Each variation removed the split and used 1 image across the hero. Var A showed only the male model, Var B showed only the female model, and Var C paired a lifestyle photo with a product shot. Headline and button stayed the same.
- Split hero removed
- 1 photo of the male model across the hero
- Split hero removed
- 1 photo of the female model across the hero
- Split hero removed
- Lifestyle photo paired with a product shot
The result
Var C, a lifestyle and product hero, lifted conversion +13.1% in 18 days.
We ran all 3 variations against the control for 18 days on desktop. Var C, which paired a lifestyle photo with a product shot, won with a +13.1% lift in conversion rate. Average order value moved around more than usual during the test, so we looked at revenue as well as conversion before acting on it. Var C and the female model version were carried into the next round of homepage tests.
What we took from it
A lifestyle photo with the product gave shoppers 1 clear focus.
The split hero asked shoppers to read 2 pictures and a divider before they saw the offer. Var C removed that work and showed the product in use next to the product itself, so shoppers saw what they would get. It became the starting point for the next homepage tests on desktop and mobile.