Shorter collection hero banner: +35.5% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsMaking the collection-page hero banner shorter, so the product grid showed without scrolling, lifted conversion rate by 35.52% for Titan Casket.
Blend Commerce ran this two-week A/B test. Revenue per visitor rose 34.93% overall, and desktop saw the biggest gains.
- Conversion rate: +35.52% overall.
- Revenue per visitor: +34.93% overall.
- Desktop conversion rate: +112.74%, more than double the control.
- Desktop revenue per visitor: +196%. Most of the overall gain seems to come from desktop.
The change
A shorter hero banner lets the product grid show without scrolling.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Collection pages opened with a tall hero banner. It pushed the product grid below the fold.
Variant
The hero banner was made a little shorter, so the top row of products was visible as soon as the page loaded.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Shoppers on a collection page came to see products. Showing them right away removed a scroll before any browsing could start.
- A tall banner can look like the end of the page, so some visitors may not have realised products sat below it.
- On desktop, a wide banner can fill the whole first screen, which may explain why desktop gained the most.
Caveats: The test ran for two weeks and no significance level or sample size was shared. Lifts this large are unusual and may shrink over time.
Who ran it
Blend Commerce ran this test for Titan Casket and published the results (Blend Commerce A/B test). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we shorten the collection-page hero so the first row of products shows without scrolling, then conversion will rise because shoppers reach products faster.
- Primary metric
- Conversion rate
- Guardrails
- Revenue per visitor
- Product page view rate
- Results split by device
- Who should test it
- Stores whose collection banners fill most of the first screen, especially on desktop. If your grid already shows above the fold, expect little change.
Questions
How tall should a collection page banner be?
Short enough that at least the top row of products shows on the first screen. Check this on both desktop and mobile.
Should I remove the collection banner completely?
This test only shortened it. Removing it is a separate test, and the banner may still help shoppers know which collection they are in.
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