@CROguy_
@stoykovallex1
@peterac_
@joshtCROWhat a homepage has to do
Most homepage visitors are not ready to buy from that page. They need to understand what the store sells, trust it enough to keep going, and click into a collection or product. The winning tests here make that next click easier or more obvious.
Most-tested homepage elements
Hero sections
The hero is the most-tested part of the homepage. Dave Diederen replaced a hero video with a static image and benefit callout for +52.67% revenue per visitor across 38k visitors and 750+ orders. In the 72.15% hero redesign, a copy-only variant gained a smaller +8.43% revenue per visitor, so the visual change did much of the work.
Dave Diederen also tested hero copy and layout: a goal headline with a how-to subheader (+23.79% conversion rate) and 4 banner variations testing social proof position, trust badges and CTA hierarchy (+15.52% conversion rate). Oliver Kenyon's hero with better imagery, a 4.9/5 rating and press logos added +$78,454/month.
Want results like this on your store?
Dave Diederen at Syntra Labs. Dave builds and tests Shopify stores at Syntra Labs, and shares most results in public.
Best sellers and product rows
Putting products higher won every time. Besides the 30.88% best-sellers row, Dave Diederen put best sellers above the fold and pushed reviews below (+21.75% conversion rate, +39.03% revenue per visitor) and moved best sellers above reviews (+2.41% revenue per visitor).
Category navigation
Category shortcuts are the second strong cluster. Dave Diederen's category filter section added +$141,401/month and a version with no text above it added +A$165,018/month. Oliver Kenyon's story-style category bubbles above the mobile hero added +10.9% revenue per visitor, and Milos's carousel of popular collections added +17.88% revenue per visitor.
CTAs
Plain wording won. Dave Diederen's 'Shop Now' instead of creative copy lifted revenue per visitor by 8.15%. Oliver Kenyon's View Collection CTAs added +$108,001/month, and Alex Stoykov's second 'Find Your Grip' button added +6.58% revenue per visitor.
Trust elements
Trust additions gave smaller lifts than product and category changes. In Dave Diederen's tests, a Trustpilot section above the fold added +1.06% conversion rate and a trust-focused FAQ added +1.15% revenue per visitor. Dave Diederen also won by hiding an 'As Seen On' press bar for paid traffic (+3.55% conversion rate).
Biggest measured wins
- Hero redesign (Dave Diederen): +72.15% revenue per visitor.
- Static hero image instead of video (Dave Diederen): +52.67% revenue per visitor.
- Category filter section with no text above (Dave Diederen): +A$165,018/month.
- Popular collections carousel (Milos): +$117,797/month.
Tests that lost (and why)
Dave Diederen hid an Instagram-style category slider and lost 2.9% conversion rate and 2.95% revenue per visitor. It is the mirror image of Oliver Kenyon's story bubble win: shoppers use these shortcuts, and removing one costs sales.
Ideas not yet tested
Most of the 27 ideas are hero rewrites. Dave Diederen suggests testing benefit vs problem-aware hero copy and building hero copy from your best ad angles. Josh Thompson suggests one clear CTA instead of several banners.
Homepage checklist built from the results
- Use a static hero image with a clear benefit, then test the copy.
- Put a best sellers row directly under the hero.
- Add category shortcuts near the top, especially on mobile.
- Use plain CTAs like 'Shop Now' and 'View Collection'.
- Order sections using scroll data, as Peter Christensen did for +12.64% conversion rate.
Tools to run these tests
See the Shopify A/B testing apps, heatmap tools for scroll data and page builders for hero variants.
Questions
What should I A/B test on my homepage first?
A best sellers row under the hero. Dave Diederen's test lifted conversion rate by 30.88%, and every other test here that moved products higher also won.
Is a hero video better than a static image?
In Dave Diederen's test, no. Replacing the hero video with a static image and benefit callout lifted revenue per visitor by 52.67% and conversion rate by 24.81%.
Have any homepage A/B tests lost?
One of 28. Dave Diederen hid an Instagram-style category slider and lost 2.9% conversion rate, so the slider was kept.