Redesigned homepage hero: +72.15% revenue per visitor
Test run byDave DiederenSyntra Labs
Commentary byLiftArchiveOur analysis, not theirsA redesigned homepage hero lifted revenue per visitor by 72.15% in Dave Diederen's test, from $1.09 to $1.87. Conversion rose 39.85% and average order value rose 23.09%. A second, copy-only hero test was a smaller win at +8.43% revenue per visitor.
- Revenue per visitor: +72.15% ($1.09 to $1.87). The dashboard estimates about $30,562 more per month.
- Conversion rate: +39.85% (3.63% to 5.08%). Far more visitors placed an order.
- Average order value: +23.09% ($29.96 to $36.88). Buyers also spent more per order.
- A second hero design ("Design A") did worse than control: 2.87% conversion and $0.83 revenue per visitor.
- Copy-only test: +3.99% conversion and +8.43% revenue per visitor ($1.33 to $1.45). Profit per visitor rose 6.73%. Every range in both tests crosses zero.
The change
The variant replaces the homepage hero with a landing-page style hero that pushes visitors back to the product.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The store's existing homepage hero. The post does not show what it looked like.
Variant
A new hero design ("Design B") that Dave Diederen treats like a mini landing page: restate the offer, show why the brand is credible and send people back to the product page. The design itself was not shared.
Why it likely won
Our reading of the result, not the practitioner's claim.
- many shoppers land on the homepage after clicking the logo on a product page, so the hero gets a second chance with warm visitors.
- a hero that restates the offer and links straight to the product shortens the path back to the buy button.
- Design A losing while Design B won shows the gain came from the specific design, not from changing the hero at all.
Caveats: Both tests have very wide ranges (Design B revenue per visitor: -24% to +292%), so the size of the lift is uncertain. The copy test shows much higher order values, so it may be a different store. Sample size, duration and the hero designs were not shared.
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 turn the homepage hero into a mini landing page with the main offer, proof and a link to the product, then more returning visitors will buy because the hero answers why they should order now.
- Primary metric
- Revenue per visitor
- Guardrails
- Average order value
- Homepage bounce rate
- Product page click-through from the hero
- Who should test it
- Stores where the homepage is among the most visited pages, including single-product stores where people click the logo while deciding. If very little traffic touches the homepage, the effect on the whole store will be small.
Questions
Is the homepage hero worth A/B testing?
In this test, one redesigned hero lifted revenue per visitor by 72.15%, though the range was very wide. Dave Diederen notes the homepage is often one of a store's most visited pages.
Does changing only the hero copy help?
A copy-only version raised revenue per visitor by 8.43% and conversion by 3.99%. That is a smaller, less certain lift than the full redesign.
Can a new hero hurt sales?
Yes. One of the two designs tested here, Design A, converted worse than the original. Test more than one version before rolling a hero out.
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