A/B Test5 min read
Shopify Homepage A/B Test: How a Store-Level Hero Lifted Revenue per Visitor by 20.6%
A homepage hero that explains the store instead of selling one product lifted revenue per visitor by 20.6% for a European sleep therapy store.
Last updated: October 22, 2026
Last updated: October 22, 2026
TL;DR
A new visitor on a homepage is looking for two answers: what does this store sell, and why should I buy here? The hero banner is usually the first place they look.
For a European online store selling sleep therapy devices, masks and supplies, the hero promoted a single machine. It worked for returning customers who already wanted that model, but it told everyone else very little about the store.
As part of our Shopify A/B testing work for the store, we replaced the one-product banner with a hero that explains the whole store and offers a separate path for first-time buyers. Over 23 days, it lifted revenue per visitor by 20.6% and conversion rate by 18.6%.
The challenge: a product banner for an audience that needed an introduction
Most visitors reached the homepage from search, and many of them were new to sleep therapy. They arrived with questions about what equipment they needed and whether this store was a safe place to buy it.
The store could answer those questions. It sells machines, masks, parts and supplies from several brands. The hero, however, showed one machine with a product headline, a discount line and “Buy now” and “Shop bundles” buttons. A first-time visitor saw one product before they understood the range, and had no obvious place to start.
The research: the hero hid the reasons customers chose the store
Our Shopify CRO research ranked the one-product hero among the five store issues most likely to cost revenue.
The audit found three problems:
- The range was invisible: the banner spotlighted one machine, so first-time visitors never learned what else the store offered.
- The offer was unclear: the discount in the hero was not communicated clearly.
- The reasons to buy were missing: in reviews and support chats, customers valued expert help, original equipment and fair prices, but the hero mentioned none of them.
Our insight: the homepage was speaking to shoppers who had already decided, while most visitors were still deciding where to buy.
The hypothesis: introduce the store before selling a product
If the hero tells visitors what the store is and why to buy there, instead of promoting one product, more first-time visitors will start browsing and buying, increasing revenue per visitor.
We changed only the hero. The USP bar from our previous winning homepage test stayed below it in both versions.
The variation: a hero for first-time visitors
The hero kept its position and size. Its content changed completely:
- A store-level headline about better sleep and finding the right equipment, instead of a product name.
- A short value line about original equipment from trusted brands and expert help to find the right fit.
- A price badge highlighting the store’s competitive prices in Europe.
- Two calls to action: one for shoppers who already know which machine they want, and one for people new to sleep therapy.
- A people-first image of a couple sleeping comfortably during therapy, instead of a machine on a nightstand.
Each change answers a question a first-time visitor has:
- The headline and value line explain what the store does and why it can be trusted.
- The price badge addresses cost, which matters for an expensive medical purchase.
- The two buttons let experienced buyers go straight to the products, while newcomers get a guided starting point.
Because all five elements changed together, the test measured their combined effect and does not isolate any single one.
The results: +20.6% revenue per visitor in 23 days
We ran the test in Intelligems for 23 days, comparing the one-product hero with the store-value hero.
Almost all of the gain came from more visitors buying, which was the goal: giving new visitors a reason to start shopping. Revenue per visitor, our primary metric, captures both conversion and order value.
After the test, we implemented the winning hero on the store’s live homepage.
What this test taught us about homepage heroes
The lesson was that the hero should speak to the visitors who actually arrive on the homepage.
For this store, most of them were new and needed three things first:
- what the store sells
- why it is a safe place to buy
- where to start if they are new to the category
What could A/B testing uncover in your store?
We plan, build and run A/B tests for Shopify stores, grounded in customer research rather than guesswork. Get in touch to find out what to test next.
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