Give the homepage hero a second, lower-commitment CTA
Alongside the main Shop Now button, the hero adds a secondary link into editorial content about the featured collection, giving a not-ready-to-buy visitor somewhere to go besides the product grid or the back button.
What it is
The hero headline and subhead sit above two text links of different weight: a primary transactional link straight to the shop, and a secondary, lower-commitment link into the story or editorial page behind the featured collection.
Why it works
Not every homepage visitor arrives ready to buy; some are still deciding whether the brand is even for them. A hero with only a shop button forces that undecided visitor to choose between committing to browse products or leaving, with nothing in between. A second, lower-commitment link gives them somewhere to go that keeps them on the site and builds the trust a single hard sell can't.
How to test it
- Hypothesis
- Adding a secondary, lower-commitment CTA to the homepage hero will lift average session duration, because visitors who aren't ready to buy get an engagement path instead of a binary shop-or-leave choice.
- Primary metric
- Average homepage session duration
- Guardrail metric
- Clickthrough rate on the primary shop CTA, which could fall if the secondary link siphons clicks that would otherwise have gone straight to product
Related ideas
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