Blog post title as hero instead of a sales banner: +24.25% visits
Commentary byLiftArchiveOur analysis, not theirsReplacing a sales-focused hero on blog posts with the article title lifted visits to the registration page by 24.25%.
Omnisend's in-house web growth team ran this A/B test, and it was published as a VWO case study.
The metric is visits to the registration page, not finished sign-ups.
- Visits to the registration page: +24.25%.
- Results were judged at a 90% confidence threshold. Sample size and duration were not shared.
- Completed registrations were not reported as a figure, so the effect on actual sign-ups is not known.
The change
The sales hero is removed and the article title becomes the hero.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Blog posts opened with a sales-driven hero message and promotional content above the article.
Variant
Blog posts used a clean layout with the article title (H1) as the hero. The sales messaging was removed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Blog readers come for the article. A sales banner first can feel pushy and get in the way.
- Research suggested sales-heavy content made readers skip the CTAs that mattered.
- once readers trust the content, they are more open to the product pitch later in the post.
Caveats: The metric is visits to the registration page, not completed sign-ups. Results used a 90% confidence threshold, and sample size and duration were not shared.
Who ran it
Omnisend ran this test 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 Omnisend →
How to run this test on your site
- Hypothesis
- If we replace the sales hero on our blog posts with the article title, then more readers will go on to the sign-up page because the content feels less pushy and the in-post CTAs stand out.
- Primary metric
- Completed sign-ups from blog sessions
- Guardrails
- Clicks to the registration page
- Scroll depth
- Bounce rate on blog posts
- Who should test it
- SaaS companies whose blog drives organic traffic and leads with a product banner at the top of each post. It may not help if the blog is mostly read by existing customers.
Questions
Should a SaaS blog put a product banner at the top of each post?
Omnisend's test suggests not. Leading with the article title brought 24.25% more visits to the registration page.
Where should CTAs go on a blog post?
Let the content come first, then place CTAs inside or after the article.
Test the placement against sign-ups, not just clicks.