Which type of hero banner on a homepage leads to more revenue and sign-ups: static or animated? The answer might surprise you.
Watch the pilot episode of The Cro Show, a game show for conversion rate optimization and marketing experimentation fans, and see if you can guess which test variation performed better during a recent Cro Metrics client experiment.
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Full Transcript:
An interesting test that a telecom provider has been running as we get to end of year here and a creative agency came up with the idea to try some animation in this hero section.
So this is the control, what we’re looking at now, the main two things to note are that the hero imaging here is static and that they’re calling out their internet plan at this price point.
Here’s a variation where the offer is the same, but we’ve just added this animation to the hero section banner. All that happens is the toggle switches over and some of the texts that’s on the right side of the hero appears in an animation.
So, y’know, of course we’ve run lots of tests with video in the hero sections before, so I’m curious to hear what folks think happened with this particular change. Thumbs up, thumbs down, flat; got a thumbs up, I’ve got like five thumbs down.
Cool, so let me show you the actual results for when we ran this.
When this test ran, we saw a 7% increase in actual order completions, actual, you know, people getting all the way through the signup process, which is crazy considering that the only change is an animation in the hero section of the homepage.
And that’s all driven by an increase in interaction in the hero section itself.
You’ll see that in both variants scroll depth on the page plummets because so many folks are just using the hero section of the page rather than going lower down on the homepage.
So I was super interested in how the animated banner actually worked out.
And it doesn’t show up in this dataset because of how the test was run, but the interaction rates with these two CTAs that are in the hero section skyrocketed with the animated banner when we initially tested adding that, so was was interested to find that some moving elements in the hero section, aren’t always universally bad.