Full-width homepage imagery: +2% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsFull-width imagery and a simpler homepage layout lifted conversion rate by 2% for odor-elimination brand Azuna.
Blend Commerce ran this A/B/C test against the original homepage.
The lift was small, and subscriptions fell during a Memorial Day promotion that overlapped the test.
- Conversion rate: +2% for Variant 1, with gains on both mobile and desktop.
- Revenue per visitor: +1% and profit per visitor: +1%.
- Variant 2 changed only the secondary button to "Subscribe and Save" and underperformed overall.
- Subscriptions fell in both variants. A Memorial Day sale during the test made one-time buys more attractive.
The change
A narrow, segmented hero becomes full-width imagery with a simpler layout.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original homepage used a narrower, more segmented hero layout. Its secondary button read "Learn More" and led to an explainer page.
Variant
Variant 1 used full-width imagery and a simpler layout. Its secondary button read "Subscribe and Save" and led to the subscription page.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Bigger imagery shows the product and its use at a glance, which matters for a freshness product.
- A simpler layout gives the main message more room and fewer things to compete with.
- Variant 2 losing suggests the win came from the visuals, not the new subscription button.
Caveats: The lift was small and no significance level was shared. A Memorial Day promotion ran during the test and likely hurt subscription numbers.
Who ran it
Blend Commerce ran this test for Azuna and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we use full-width imagery and a simpler layout on our homepage, then conversion rate will rise because visitors will grasp what the product does faster.
- Primary metric
- Conversion rate
- Guardrails
- Profit per visitor
- Subscription orders per visitor
- Who should test it
- Brands whose product is best explained visually and whose hero feels cramped or split up. Avoid running it during a big promotion, which can skew results.
Questions
Does full-width hero imagery increase conversions?
It gave a small lift here, 2% on conversion rate.
Bigger gains are more likely when the product is hard to explain in words.
Should a homepage push subscriptions?
Test it carefully. In this test, a "Subscribe and Save" button alone underperformed, and sending shoppers to an explainer page may work better.
Can a sale affect an A/B test?
Yes. A promotion during the test can change what shoppers buy, as the Memorial Day sale did with subscriptions here.
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