Homepage Hero Tests: What 15 Measured Results Show

Why hero sections matter on the homepage

The homepage hero is the first thing most homepage visitors see, and many of them arrive without a product in mind.

The tests here mostly answer one question: how quickly can the first screen send someone to a product they want?

Measured results

Shortcuts to products

• Dave Diederen, best-sellers row under the hero: +30.88% CVR, +29.72% RPV, AOV no change.
• Dave Diederen, best sellers above the fold, reviews pushed below: +21.75% CVR, +39.03% RPV, +14.20% AOV.
• Oliver Kenyon, Instagram-style category bubbles above the mobile hero: +$25,440/month, +10.9% RPV, +2.9% CVR.
• Alex Stoykov, a second 'Find Your Grip' button under the hero CTA: +6.58% RPV, +10.98% CVR.

Simpler, clearer heroes

Dave Diederen replaced the hero video with a static image and a benefit callout: +24.81% CVR, +52.67% RPV and +22.32% AOV across 38k visitors and 750+ orders.

Dave also swapped the hero image for one matched to buyer intent, worth +$15,330/month in profit and +7.50% RPV.

Hero copy, proof and offer

Several winners combined a goal or problem headline with reviews, a guarantee and a clear CTA.

Dave's goal headline and how-to subheader gained +23.79% CVR and +30.09% RPV, and the problem headline banner with two CTAs added +$28,163 a month in profit.

Oliver Kenyon's hero with better imagery, a 4.9/5 rating and press logos reported +$78,454/month, and the USP toolbar and three benefit bullets reported +$77,558/month.

Full redesigns

Dave's homepage hero redesign gained +39.85% CVR and +72.15% RPV (+$30,562/month).

Its copy-only variant gained just +3.99% CVR and +8.43% RPV, so most of the lift came from the design. A smaller above-the-fold redesign gained +6.54% RPV.

A

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B

+$78,454/month

Homepage hero with better imagery, 4.9/5 rating, press logos and clearer headline

HomepageReviews & star ratings@oliverkenyon

A

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B

+10.9% revenue per visitor

Added Instagram-style category story bubbles above the mobile homepage hero

HomepageHero & above-the-fold section@oliverkenyon

A

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B

+29.72% revenue per visitor

Added a best-sellers product row right under the homepage hero

HomepageHero & above-the-fold section@DaveDiederen

A

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B

+52.67% revenue per visitor

Replaced the homepage hero video with a static image with a benefit callout

HomepageUGC & product video@DaveDiederen

A

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B

+39.03% revenue per visitor

Put best sellers above the fold on the homepage and pushed reviews below

HomepageReviews & star ratings@DaveDiederen

A

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B

+72.15% revenue per visitor (+$30,562/month)

Redesigned the homepage hero

HomepageHero & above-the-fold section@DaveDiederen

Losing or flat tests

None of the 15 were reported as losses.

The smallest wins were Dave's Trustpilot section above the fold (+1.06% CVR, +2.29% RPV, worth +A$17,800/month) and hiding the homepage buy box (+2.26% CVR).

Dave's tabbed collection sections reportedly lifted conversion across 4 brands, but no figures were shared.

Untested ideas

• Dave Diederen suggests testing several copy angles (benefit, problem-aware, outcome, feature) against the control, then testing layouts.
• Dave also suggests trust stacking: offer only, then offer plus rating and guarantee, then adding free delivery.
• Milos's three hero teardowns swap slogans for benefit headlines and add a guarantee next to the CTA.
• Kasper Dolk's checklist: a clear value prop, the product in use, a CTA to a collection or product page, and social proof right away.
• Josh Thompson describes decluttering and one clear CTA, with claimed results but no test data shown.

Placement and design patterns that won

• Products or categories directly under or inside the first screen.
• A static image over a video.
• A specific headline about the shopper's goal or problem, backed by a rating and guarantee.

Related tests elsewhere on the store

See the full hero section collection, product page hero tests, homepage layout tests and homepage headline tests.