# USP hero and shorter homepage: +16% visits to demo page

- Outcome: Won
- Page type: Homepage (SaaS)
- Elements: Headline, Cta, Page length
- Date shared: 2018
- Test run by: [POSist](https://liftarchive.com/practitioners/posist/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/posist-restroworks/
- Page: https://liftarchive.com/test/posist-homepage-hero-usp-shorter-page/

A homepage with a USP-led hero, a clear CTA and fewer low-value sections lifted visits to the Contact Us (demo) page from 13.25% to 15.45%, a gain of about 16%. POSist, a restaurant point-of-sale software company now called Restroworks, ran this split URL test itself, and it was published as a VWO case study. Hero copy, page length and site speed all changed together.

## Result

**+16% visits to demo page**

- Homepage to Contact Us page rate: 15.45% versus 13.25%, a relative lift of about 16%.
- Sample size, duration and confidence were not shared.
- This was the first of a series of tests. Later homepage and contact page tests added further gains.

## Control

The original POSist homepage, with its earlier hero and the full set of page sections.

## Variant

The hero gained a headline stating the USP and a clear call to action. Sections that heatmaps and recordings showed to be low value were removed to shorten the scroll, and the site was tuned to load faster.

## Why it likely won (our reading)

- A clear USP in the hero tells restaurant owners right away why this software is different.
- A clear CTA gives visitors an obvious next step toward a demo.
- Cutting sections visitors ignored put the useful content closer to the top.
- faster load likely helped too, but its effect can't be separated here.

## Caveats

Bundled test: hero copy, CTA, page length and performance improvements shipped together. The metric is visits to the contact page, not demo requests, and sample size and duration were not shared. Data is from 2018.

## How to run this test

- Hypothesis: If we lead our homepage hero with a clear USP and CTA and cut sections visitors ignore, then more visitors will go to our demo page because the value and next step are obvious sooner.
- Primary metric: Homepage to demo or contact page click-through rate
- Guardrail: Demo request submissions
- Guardrail: Demo-to-customer rate
- Guardrail: Homepage bounce rate
- Who should test it: B2B SaaS companies whose homepage is long and whose main goal is demo requests. It may help less if your hero already states a sharp USP, or if most traffic lands on other pages.

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Credit: POSist ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/posist-homepage-hero-usp-shorter-page/).
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.