# Full-width homepage imagery: +2% conversion rate

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Hero & above-the-fold section, Layout, fonts & visual design
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/full-width-homepage-imagery-increases-conversion
- Page: https://liftarchive.com/test/azuna-full-width-homepage-imagery/

Full-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.

## Result

**+2% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Profit per visitor
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/azuna-full-width-homepage-imagery/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.