Talk to a humanThe trust-focused homepage hero was swapped for a carousel promoting current sales and high-value products. Testing showed a sharp drop in sales.
A Sales Carousel in the Homepage Hero Cuts Conversion Rate 46.2%
Goal
Conversion rate
Result
-46.2% Conversion rate
Category
Homepage
Outcome
Loss Prevented
Before
After
If we advertise high-value products on the homepage, then they will generate more sales because the homepage gets a large share of traffic and shoppers want to see the flagship products.
What We Changed
- Replaced the trust-focused homepage hero with a carousel banner.
- Used the carousel to promote current sales and the store's highest-value products.
The Results
How the new version compared with the original, across all devices.
-46.2%
Conversion rate
-87.6%
Revenue per visitor
-48.0%
Orders
Key Learnings
- Conversion rate fell 46.2% and revenue per visitor 87.6%, with a 97.1% probability that the original performs better.
- The sample was small, at 1,082 visitors over 26 days, so the exact size of the drop is uncertain.
- The original hero was there to build trust, and removing it likely cost more than the promotions gained.
Detailed results breakdown
Conversion rate
-46.2%
Revenue per visitor
-87.6%
Orders
-48.0%
Average order value
-76.9%
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Square Product Cards on Collection Pages Cut Conversion Rate 5.6%
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-5.6% Conversion rate
Product Page (PDP)
Loss Prevented
Testimonials Above the Fold on Product Pages Cut Conversion Rate 9.2%
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-9.2% Conversion rate