# Story-style widgets replace mobile hero banner: +18.6% conversion

- Outcome: Won
- Page type: Collection page (Ecommerce)
- Elements: Collection banners & headers, Navigation & mega menus
- 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/adding-story-widgets-on-mobile-devices
- Page: https://liftarchive.com/test/jacksons-mobile-story-widgets/

Swapping a static mobile hero banner for tappable story-style widgets raised conversion rate by 18.6% for snack brand Jackson's. Blend Commerce ran this two-week A/B test on mobile. Transactions per session rose 17.28%, but basket value fell.

## Result

**+18.6% conversion**

- Conversion rate: +18.6%.
- Transactions per session: +17.28%.
- Cart completion rate: +19.3%.
- Basket value fell. The size of the drop was not shared, so revenue impact is unclear.

## Control

Mobile pages opened with a static hero banner at the top.

## Variant

The banner was replaced by tappable widgets styled like social media stories, each with a lifestyle image linking to a key category.

## Why it likely won (our reading)

- Story bubbles are a format most mobile shoppers already know how to use, so they invite a tap.
- Each widget is a shortcut to a category, which helps people who would ignore a single static banner.
- Shoppers landed on collection pages rather than product pages. The agency thinks this may explain the lower basket value.

## Caveats

The test ran for two weeks on mobile. Basket value fell, and the source describes the problem as a homepage issue but the test as a collection-page change. Sample size and confidence were not shared.

## How to run this test

- Hypothesis: If we replace the static mobile hero banner with tappable story-style category widgets, then more mobile visitors will browse and buy because the format invites taps and points straight to categories.
- Primary metric: Mobile conversion rate
- Guardrail: Average order value
- Guardrail: Revenue per visitor
- Guardrail: Product page view rate
- Who should test it: Stores with mostly mobile traffic and a few clear categories that a hero banner fails to sell. Watch basket value closely; if your revenue depends on bigger orders, the trade-off may not pay off.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/jacksons-mobile-story-widgets/).
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.