Rearranging homepage sections by scroll maps: +12.64% conversion
Test run byPeter ChristensenScaling CRO
Commentary byLiftArchiveOur analysis, not theirsReordering a homepage so the most compelling sections sat higher lifted order conversion rate by 12.64%, from 6.83% to 7.69%. Peter Christensen ran this test using scroll maps to pick what to move. The content itself did not change, only its order.
- Order conversion went from 6.83% to 7.69%, a lift of about 12.6% (1,619 converting sessions vs 1,446).
- Add to cart rose from 11.99% to 12.68%, so more visitors started shopping.
- Reaching checkout rose from 8.87% to 9.47%, with gains carrying through each step.
- No revenue or order value figures were shared.
The change
Same content, new order: high-engagement sections move up. Actual sections were not named.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage showed its sections in the original order, with some high-interest content lower than most visitors scroll.
Variant
The same sections were rearranged so the content scroll maps showed as most compelling sat higher. The post does not name which sections moved.
Why it likely won
Our reading of the result, not the practitioner's claim.
- many visitors never scroll far, so moving strong content up means more of them actually see it.
- scroll maps show real attention, which beats guessing what matters to shoppers.
- the lift showed up at every funnel step, which suggests visitors were more convinced early on.
Caveats: The specific sections and new order were not shared, and test duration is unknown. Each version had about 21,000 sessions, which gives the result reasonable weight.
Who ran it
Peter Christensen (@peterac_) shared this test on X. The numbers and screenshots are theirs.
View the original post on X
How to run this test on your store
- Hypothesis
- If we move the homepage sections that scroll maps show as most engaging higher up, then conversion will rise because more visitors see our strongest content before leaving.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Average order value
- Homepage bounce rate
- Who should test it
- Stores with long homepages and enough traffic for scroll maps to show clear drop-off. It is unlikely to help short homepages where everything is already seen.
Questions
How do I decide the order of homepage sections?
This test used scroll maps to find the most compelling content and moved it higher. Order conversion rose 12.64%.
Does homepage layout affect conversion without new content?
Yes, in this test the content stayed the same and only the order changed. Add to cart, checkout and order rates all rose.
What is a scroll map?
It is a heatmap showing how far down the page visitors scroll. It shows which sections most people never reach.
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