Does an integrated hero design lift desktop registration orders?
Our desktop vehicle registration page opened with a high-contrast banner around the main button. We rebuilt it to blend into the page. Conversion rose 40% over 29 days, but traffic was too low to reach our confidence bar.
Not significant Desktop 29 days Not called
The hypothesis
By replacing the high-contrast banner with a design that blends into the page, we will ease the feeling of being sold to, resulting in more visitors moving on to checkout and ordering.
This page is mostly content: visitors read about registration before they decide to start. The main call to action sat in a bold, high-contrast banner that looked like an ad, which can make careful readers more wary, not less.
We expected a design that matched the rest of the page to feel like part of the information and lower that worry.
What we changed
We swapped the high-contrast banner for a design that matches the page.
The control put the main call to action inside a bold banner with strong contrast against the page. The variation rebuilt that top section so the button and copy sat in the same colors and style as the content around it. The button still led to the same next step.
- High-contrast banner removed
- Top section restyled to match the page
The result
The integrated design lifted desktop conversion 40% in 29 days.
Conversion was 40% higher than the control over 29 days. The variation sent clearly more visitors on to the checkout page, and that step did reach our confidence bar. Final orders did not, because desktop traffic to this page was too low.
Given the strong push to checkout, we implemented the integrated design on desktop and set up the same test on mobile.
What we would do next
Repeat the test on mobile, where traffic can settle the result.
The integrated design did its first job well: more visitors moved from reading to checkout. On a low traffic page, that clear step result was enough to implement it. The open question was whether the change would hold on mobile, where more visitors could confirm the effect on final orders.