# Dr. Axe smaller homepage hero, best sellers higher: +26% conversion

- Outcome: Won
- Page type: Homepage (Ecommerce)
- Elements: Hero & above-the-fold section, Product cards & quick add, Add-to-cart & CTA buttons
- Date shared: 2018-06
- Test run by: [Conversion Fanatics](https://liftarchive.com/practitioners/conversion-fanatics/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://conversionfanatics.com/dr-axe-increased-conversions-26-reducing-image-size-show-products-homepage/
- Page: https://liftarchive.com/test/dr-axe-homepage-smaller-hero-best-sellers/

Shrinking 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.

## Result

**+26% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Homepage click-through to product pages
- Guardrail: Average order value
- Guardrail: 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.

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Credit: Conversion Fanatics ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/dr-axe-homepage-smaller-hero-best-sellers/).
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.