Hero banner removed from mobile collection pages: +9.5% conversion
Test run byVisuallyTesting and CRO tool
Commentary byLiftArchiveOur analysis, not theirsRemoving the hero banner from mobile collection pages lifted Supergut's conversion rate by 9.5%.
Visually ran this test with Supergut, a gut health supplement brand, and published it as a Visually case study.
Without the banner, products showed above the fold.
- Conversion rate: +9.5% on mobile with the banner removed.
- The test was on mobile collection pages only.
- Sample size, duration and confidence level were not shared.
The change
Mobile collection hero banner removed so products show first
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Mobile collection pages opened with a hero banner above the products.
Variant
The hero banner was removed so the product grid appeared on the first screen.
Why it likely won
Our reading of the result, not the practitioner's claim.
- On a small screen, a banner can fill the whole first view. Shoppers had to scroll before seeing a single product.
- People on a collection page have already chosen a category and want to browse products.
- Fewer scrolls to the first product means less effort to start shopping.
Caveats: Visually reported this result in its own marketing case study. Sample size, test length and statistical confidence were not shared. Results apply to mobile only.
Who ran it
Visually ran this test for Supergut and published the results (Visually case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Visually →
How to run this test on your store
- Hypothesis
- If we remove the hero banner from mobile collection pages, then conversion rate will rise because shoppers see products right away.
- Primary metric
- Conversion rate (mobile)
- Guardrails
- Product page views per session
- Collection page bounce rate
- Revenue per visitor
- Who should test it
- Stores whose mobile collection pages open with a large banner. It matters less if your banner is already small or carries a key promotion.
Questions
Should collection pages have a hero banner?
On mobile, maybe not. Supergut saw a 9.5% conversion lift after removing it so products showed above the fold.
What can replace a collection banner on mobile?
A short title or one line of text keeps context without pushing products down. Supergut's variant simply removed the banner.
Should I remove the banner on desktop too?
Test it separately. Supergut's test covered mobile, where banners take far more of the screen.
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