Redesigned homepage hero: +6.54% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsRedesigning the homepage hero section lifted revenue per visitor by 6.54% and conversion rate by 5.90% in Dave Diederen's test. The test ran for about nine days on 319,387 visitors and reached a 99.4% probability of beating control. Average order value did not change.
- Revenue per visitor: +6.54% ($2.27 to $2.42), with a 99.4% probability of beating control. A clear, reliable win.
- Conversion rate: +5.90% (3.87% to 4.10%). More homepage visitors went on to buy.
- Average order value: no change ($58.71 vs $59.07). The lift came from more orders, not bigger baskets.
- Scale: 319,387 visitors and 12,731 orders between Aug 17 and Aug 26, 2026.
The change
Only the above-the-fold hero was redesigned; the exact new layout was not shown.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The brand's existing homepage hero, which the team felt was not making good use of the attention the homepage got.
Variant
A rebuilt above-the-fold area, designed around what a visitor needs to see to want to keep shopping. The post does not show the new design or say exactly what changed.
Why it likely won
Our reading of the result, not the practitioner's claim.
- the brand assumed the homepage didn't matter, but traffic data showed many visitors landed there, so even a modest improvement touched a lot of sessions.
- framing the hero around what makes someone keep browsing likely pushed visitors deeper into the catalogue instead of bouncing.
- with AOV flat, the new hero seems to have helped more people start shopping rather than changing what they bought.
Caveats: The post does not show the control or the new hero, so the specific changes can't be copied directly. The test ran for about nine days on a single store.
Who ran it
Dave Diederen (@DaveDiederen) 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 rebuild the homepage hero around what a new visitor needs to see to keep shopping, then more homepage visitors will buy because the first screen points them toward products instead of wasting their attention.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Homepage bounce rate
- Click-through to collection and product pages
- Who should test it
- Stores where analytics show a meaningful share of sessions start on or pass through the homepage. If almost all traffic lands on product pages from ads, effort is better spent there.
Questions
Does the homepage matter for ecommerce conversion?
It did here. The brand thought it didn't, but a hero redesign lifted revenue per visitor by 6.54% across 319,387 visitors.
What should a homepage hero section include?
Dave Diederen's team built it around one question: what does a visitor need to see to keep shopping? The post does not list the specific elements they used.
How long should a homepage hero test run?
This one ran about nine days and reached a 99.4% probability of beating control, helped by very high traffic. Smaller stores will need longer.
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