Homepage: Homepage Hero Carousel Removal
Hypothesis
Replacing a rotating carousel hero with a fixed, single-value-proposition hero would improve clarity and increase application completions
Test Results
Key Learning
Problem: The first screen of the homepage must immediately communicate value — if it doesn't, users bounce before scrolling.
What worked: Carousels consistently underperform static heroes because they dilute focus, have low second/third slide viewership, and create banner blindness. Single-focus hero sections with clear value proposition and secondary navigation elements outperform carousel designs for financial products. (+10.0% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. Layout wins often unlock further opportunities — isolate which specific element drove the lift for even larger gains.
How to Apply This to Your Site
This experiment demonstrated that homepage: homepage hero carousel removal can produce a +10.0% improvement in conversions. The test was run on a homepage page in the fintech industry.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
replaced EQ Bank's rotating carousel hero section with a fixed hero highlighting a single primary value proposition. Products previously buried in the carousel were moved to quick-link cards below the hero. Applied LIFT Framework to identify usability as the highest-impact lever.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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