Product Page Hero Tests: What 16 Measured Results Show

Why hero sections matter on the product page

Most product page visitors never scroll far, so the top of the page carries the price, the buy button, the proof and the reason to buy.

Kasper Dolk's ideas repeat this point: most time on page is spent above the fold.

Measured results

Get the buy box and proof into view

• Oliver Kenyon, social proof and Add to Cart in the first mobile view, tighter spacing: +$47,927/month, +$0.26 revenue per session.
• Oliver Kenyon, cut to 3 bullets, surfaced Add to Cart and trust seals: +$47,795/month.
• Oliver Kenyon, trust icons, swipeable images, reviews higher: +$27,000/month.
• Dave Diederen, three UGC videos above the fold: +12.2% RPV, 98.8% chance to win.

Fewer, more specific claims

Dave Diederen rewrote the above-the-fold USPs around what heatmaps showed buyers engaging with (+6.23% CVR) and hid the USP badge bar (+5.65% CVR, +A$59,000/month).

Kasper Dolk reports +$763,679.14 a year in profit from benefit bullets that answer survey objections and +€49,938/month at 93.45% confidence from expandable store benefits.

Outcome headlines and redesigns

Kasper's outcome headline reported +$823,115.54 a year, though Kasper notes it may lower add-to-cart rate while lifting revenue.

Oliver Kenyon's outcome headline redesign gained +25% CVR, and Milos's emotive value proposition redesign took conversion from 2.1% to 3.2%.

A

→

B

+$47,927/month

Moved social proof and Add to Cart into the first view on mobile PDP, tighter spacing

Product pageSocial proof, authority & press@oliverkenyon

A

→

B

+$47,795 per month

PDP above the fold cut to 3 bullets, surfaced Add to Cart + trust seals

Product pageTrust badges & security seals@oliverkenyon

A

→

B

+12.2% revenue per visitor

Moved three UGC videos above the fold on the product page

Product pageUGC & product video@DaveDiederen

A

→

B

+23.05% revenue per visitor

Hid written reviews above the fold on the PDP

Product pageReviews & star ratings@DaveDiederen

A

→

B

+7.45% revenue per visitor

Added one written customer review above the fold on the PDP

Product pageReviews & star ratings@DaveDiederen

A

→

B

+10.65% revenue per visitor

Moved the existing review section directly below the above-the-fold section, swapping it with the USPs

Product pageReviews & star ratings@DaveDiederen

Losing or flat tests

No losses were shared. The conflicts matter more:

• Dave Diederen hid written reviews above the fold (+13.36% CVR, +23.05% RPV), and it won in 8 of 10 tests, so it did not win in 2.
• Dave also added one written review above the fold (+6.40% CVR, +$47k/month) and moved the review section directly below the fold (+11.76% CVR). How much space reviews take seems to matter more than whether they appear.
• Oliver Kenyon's above-the-fold redesign was the smallest win at +$6,710/month.

Untested ideas

• Kasper Dolk suggests objection FAQs next to the Add to Cart button and the guarantee in the first viewport.
• Dave Diederen suggests cutting 8 generic claims to 2-3 specific USPs.
• Kasper also suggests ordering gallery slides as hero shot, how-to, benefits, specs, use cases, review.
• Josh Thompson lists several above-the-fold rebuilds with claimed gains but no test data shown.

Kasper also reported that best-performing ad videos in the hero and jump-to-section tabs worked, but shared no figures.

Placement and design patterns that won

• Tighter spacing so the Add to Cart button shows without scrolling.
• Fewer bullets or USPs, chosen from heatmaps or survey objections.
• Video or one strong review near the top instead of long review blocks.

Related tests elsewhere on the store

See product page layout tests, product page USP bar tests, product page review tests and the full hero section collection.