Split the homepage hero CTA by audience instead of one generic button
Instead of a single Shop Now button, the hero offers three parallel buttons, Shop Women, Shop Men, Shop Kids, so a multi-audience retailer sends each visitor straight to their own department.
What it is
The homepage hero's call to action is not one button but a row of audience-specific buttons, Shop Women, Shop Men, Shop Kids, each linking directly into that audience's top-level category, positioned beneath a headline general enough to apply to all of them.
Why it works
A single generic Shop Now button on a homepage that sells to men, women and kids sends every visitor to the same undifferentiated catalog view, which means a parent shopping for a child has to do the audience filtering themselves after already clicking through. Naming the audience choice directly in the hero moves that filtering decision to the first click instead of the second, and it costs nothing extra for a shopper who already knows their own answer.
How to test it
- Hypothesis
- Splitting the homepage hero CTA into audience-specific buttons will lift the rate at which homepage sessions reach a category page, because shoppers reach their own department in one click instead of clicking through a generic catalog first.
- Primary metric
- Homepage-to-category clickthrough rate
- Guardrail metric
- Clicks on the hero's core promotional message, which could fall if three competing buttons dilute the single feature the hero was designed to sell
Related ideas
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