Homepage Layout & Redesign Tests: What 6 Measured Results Show

Why layout matters on the homepage

The homepage has to serve visitors who want different things.

Layout tests decide what comes first, and every measured win here moved popular or persuasive content higher, or cut the hero down to one clear job.

Measured results

Reorder by real behaviour

Dave Diederen moved the most-clicked category to the first homepage tab and removed the Best Sellers tab: +14.17% CVR, +14.40% RPV and +14.76% profit per visitor, with AOV unchanged.

Peter Christensen rearranged homepage sections using scroll maps so the most compelling content sat higher: +12.64% CVR.

Hero redesigns

Dave's homepage hero redesign was the biggest win: +39.85% CVR, +72.15% RPV (+$30,562/month) and +23.09% AOV.

The copy-only variant gained +3.99% CVR and +8.43% RPV, so the design did most of the work.

Dave's new banner layout with a problem headline, two CTAs, reviews and a guarantee gained +17.12% CVR and +$28,163 monthly profit.

A smaller above-the-fold redesign gained +5.90% CVR and +6.54% RPV.

Send shoppers to the product page

Dave hid the homepage buy box so the homepage focused on education and sent visitors to the product page: +2.26% CVR, +4.36% RPV, +4.69% profit per visitor.

A

→

B

+6.54% revenue per visitor

Redesigned the homepage above-the-fold hero section

HomepageHero & above-the-fold section@DaveDiederen

A

→

B

+22.12% revenue per visitor

Tested a new homepage banner layout (problem headline, two CTAs, reviews, guarantee)

HomepageReviews & star ratings@DaveDiederen

A

→

B

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

Redesigned the homepage hero

HomepageHero & above-the-fold section@DaveDiederen

A

→

B

+4.36% revenue per visitor

Hid the buy box on the homepage so it focuses on education and directs to the PDP

HomepageHero & above-the-fold section@DaveDiederen

A

→

B

+14.40% revenue per visitor

Moved the most-clicked category to the first homepage tab and removed the Best Sellers tab

HomepageFilters, sorting & site search@DaveDiederen

A

→

B

+12.64% conversion rate

Rearranged homepage sections to put the most compelling content higher, based on scroll maps

HomepageLayout, fonts & visual design@peterac_

Losing or flat tests

None were reported as losses. The weakest results were the buy box test (+2.26% CVR) and the above-the-fold redesign (+5.90% CVR).

One detail is worth noting: removing a Best Sellers tab was part of a winning test, while tabbed Best Sellers layouts appear among Dave's ideas, so tabs are not a rule either way.

Untested ideas

• Dave Diederen suggests a tabbed Best Sellers section with badges, swatches and a CTA to the full collection, which Dave says won across 4 brands without sharing figures.
• Dave also suggests one static hero with a BOGO-style offer instead of a carousel.
• Dave suggests testing an outcome headline first, then an A/B/C/D layout test.
• Kasper Dolk suggests fixing a missing value prop, adding human faces and clearer hierarchy.
• Milos's three hero teardowns pair benefit headlines with guarantees and ratings.
• Josh Thompson describes decluttered homepages with claimed results but no test data shown.

Placement and design patterns that won

• Use click and scroll data to decide section order.
• Redesign the hero visually, not just the copy.
• Give the homepage one job, such as sending visitors to products.

Related tests elsewhere on the store

See homepage hero tests, product page layout tests, the full layout and design collection and all homepage tests.