Dr. Axe smaller homepage hero, best sellers higher: +26% conversion
Test run byConversion FanaticsCRO agency
Commentary byLiftArchiveOur analysis, not theirsShrinking the homepage hero so best sellers showed above the fold lifted Dr. Axe's conversion rate from 7.84% to 9.9% (+26%).
Conversion Fanatics ran this test for the supplements company.
The best of four variations also raised revenue per visitor by 37%, from $6.78 to $9.30.
- Conversion rate rose from 7.84% to 9.9%, a 26% lift, reported at 100% statistical confidence.
- Revenue per visitor rose from $6.78 to $9.30, a 37% lift.
- All four variations beat the original. A version with two CTAs gave a smaller lift: +16% conversion and +10% revenue per visitor.
The change
Two CTA sections removed so best sellers sit above the fold
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original homepage had a large hero and several calls to action above the fold. Products appeared further down the page.
Variant
Two secondary CTA sections were removed, so top sellers moved up above the fold with a line saying customer favorites sell out fast. The hero kept a single call to action promoting the new botanical blends.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Showing products sooner gets visitors shopping instead of reading banners.
- Several competing calls to action can split attention. One clear offer in the hero gives a single next step.
- The 'sell out fast' line adds a light sense of scarcity next to the products.
- Every variation won, so moving products up did most of the work. The hero offer changed how big the lift was.
Caveats: The test had four variations, and the headline numbers are for the best one. Confidence is reported by the agency, and no sample size or duration was shared.
Who ran it
Conversion Fanatics ran this test for Dr. Axe and published the results (Conversion Fanatics blog case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Conversion Fanatics →
How to run this test on your store
- Hypothesis
- If we shrink the hero and move best sellers above the fold, then more visitors will click into products and buy because they see what we sell straight away.
- Primary metric
- Revenue per visitor
- Guardrails
- Homepage click-through to product pages
- Average order value
- Sales of the promoted new products
- Who should test it
- Stores where the homepage gets a lot of traffic and a few products sell most of the volume. It may matter less if most visitors land on product pages from ads, or if the brand relies on the hero to explain a new or unfamiliar product.
Questions
Should a homepage hero be big or small?
In this test, a smaller hero that let products show above the fold beat the large one in every variation.
A big hero only pays off if it moves people to shop.
How many calls to action should a homepage have above the fold?
Dr. Axe saw the biggest lift with a single hero call to action.
A two-CTA version still won but by less.
Does showing best sellers on the homepage help sales?
Here it lifted conversion by 26% and revenue per visitor by 37%.
Popular products give new visitors an easy place to start.
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