Homepage slider replaced with value headline: +5% conversions
Commentary byLiftArchiveOur analysis, not theirsMeddelandelån Sverige replaced its homepage image slider with a value-proposition headline and a short trust line, and both conversion rate and loan value per visitor rose 5%.
The Swedish online loan provider ran the A/B test, and it was published as a VWO case study.
The company estimated the gain at about US$90,000 a year without extra ad spend.
- Overall conversion rate: +5%.
- Loan value per visitor: +5%.
- Estimated annual gain: about US$90,000, with no added advertising.
- Sample size, duration and significance were not shared.
The change
Rotating slider replaced by a fixed value headline and trust line
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage showed an image slider beside the loan application widget, promoting a free first loan of 500 kr for new customers. The slider was getting no click-throughs.
Variant
The slider was replaced with the headline 'Borrow money 7 days a week with clear pricing and honest terms'. A short line added that the company had been in business since 2005 with thousands of happy customers.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The slider drew no clicks, so it took space and attention without moving anyone toward the widget.
- A fixed headline states the offer at once, while slides rotate before people can read them.
- For a loan provider, clear pricing and years in business answer the main worry: can I trust this lender?
Caveats: Sample size, test duration and statistical significance were not shared, and the result is vendor-published. The headline and the trust line were added together, so their separate effects are unknown.
Who ran it
Meddelandelån Sverige ran this test for Swedish online consumer loan provider and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Meddelandelån Sverige →
How to run this test on your site
- Hypothesis
- If we replace the homepage slider with one clear value headline and a trust line, then more visitors will start an application because the offer is easy to read and the lender feels credible.
- Primary metric
- Application completions per homepage visitor
- Guardrails
- Average loan or order value
- Approval rate or lead quality
- Bounce rate
- Who should test it
- Lead-gen and finance sites with a homepage carousel above an application form or widget. It may matter less if your slider is already a key navigation tool with strong click-through.
Questions
Do homepage sliders hurt conversions?
They often get few clicks and can distract from the main action.
In this test, replacing a slider with a headline lifted conversions by 5%.
What should replace a homepage carousel?
A single headline that states your main value, plus a short credibility line.
Keep the main form or CTA close to it.
Why add a trust line for a loan or finance site?
Visitors worry about hidden costs and unknown lenders.
A clear line about how long you have operated helps answer that worry.