The hero section… that all-important slice of real estate at the very top of your website. It’s the first impression a visitor has of your site and your business, but it also plays a different – more important – role: it’s your first opportunity to Japan Phone Number convert those visitors into leads. As more and more web traffic takes place on mobile devices, that part of the website real estate in the hero section is shrinking, and you need to approach it with those (often) competing needs in mind. . How much content is too much? Is it more important to highlight the form that is actually generating leads? How does this change depending on whether a visitor is on desktop or mobile.
What Have We Tested?
Our CTA Hero tests were born from a very simple observation…the vast majority of conversions on our network of member sites happen exactly where we expect them to happen: in the forms found in the hero section. So we dug in to find out how our members approach these hero sections. It turns out that the answer to this question was quite varied. Some members stuff as much content as possible. Some reduce the amount of content. Others include videos, images, etc. So we designed a very simple test…one that pitted what we considered a “traditional” hero section against one that had significantly reduced amounts of content both around the form and within the form itself.
Losing to Your Competitor’
Traditional Hero Section with multiple lines of contextual content + a form description) Lite version of the hero Light version of hero with contextual content + removed form description) Some things immediately stand out with the “lite” version. The form itself appears more visible when you remove the description from the form. It guides the eye more specifically to the input fields and the final CTA button rather than the text above. By matching content reduction on the context blocks (in this case, information on the left), it decreases the overall footprint of the hero section and begins to “elevate” the content immediately below. Point 2 is particularly important when considering mobile traffic. At Carrot, we typically find that mobile visitors account for 57% of all traffic and 61% of all conversions on our network.