Your hero section gets more eyeballs than any other element on your site, and for most ecommerce brands, it's the weakest link between paid traffic and a sale.
Think about it: you're spending tens of thousands a month driving visitors to a page, and the very first thing they see is a vague headline layered over a lifestyle photo that could belong to any competitor in your category. No clear value proposition, no reason to scroll, and no connection to the ad that brought them there. The visitor bounces, you pay for the click anyway, and the cycle repeats.
The fix isn't just "better design." A hero section that converts is built on customer research, tested against real traffic, and aligned with the specific job that the page needs to do. In other words, it's a conversion problem, not a creative one.
We've tested hundreds of hero variations across DTC brands at SplitBase, and the patterns are clear. Below, we'll break down what a high-performing ecommerce hero section should contain, why most heroes underperform, how to use data to build better ones, and real Shopify examples that put these principles to work.
Why are hero sections important?
An attractive hero section with well-written copy isn’t necessarily what makes the best first impression. The one that’s tailored for your target audience, builds trust and deepens interest in what your offer does.
Hero sections impact user experience (UX)
A hero image or video can communicate your value proposition visually; for example, by showcasing appealing product photos. Your headline can instantly clarify what problem you solve or the benefits visitors would get access to by becoming customers. A button with a relevant call-to-action (CTA) can make site navigation easier and direct visitors to webpages that will pull them deeper into the sales funnel.
See where we’re going with this? There are many positive ways heroes can affect your site’s UX. The bad news? The opposite can also be true if your hero sections aren’t well-thought-out.
Hero sections can promote conversions
When user experience suffers, so do conversion rates. It’s not hard to see why. If the copy is unclear or not consistent with messaging on other parts of your site, it could confuse and frustrate shoppers. If the imagery you use is low-quality or there’s no clear connection to what you sell, it could make you look less-than-professional. There are a million scenarios we could run through, but the point is the same.
All the above can deter would-be customers from taking actions that lead to conversion, such as signing up for email promotions.
What should a hero section contain?
There are exceptions but, for the most part, you’ll find four common elements across well-done hero sections.
1. A meaningful and attractive hero image
You’ll want a high-quality and aesthetically pleasing image or video. But the background of this section is not just there for looks. It can and should convey something about your brand and/or the people it’s for. That could mean showing off your products, showing or depicting customers, or conveying the mood your brand or offers evoke.
2. Compelling headlines and subheadings
Sometimes you’ll find heroes that don’t have a prominent heading, such as this one from Vitaly. The lack of a headline can work in cases like this one, where you’re asking people to make purchases that are more emotional than logical (i.e., Vitaly is selling customers on the look of the products and the vibe of the brand rather than on the functional uses of chains, rings, and so on).
However, in many cases, you’ll want a visually prominent headline. That headline should grab attention and let visitors know they’re in the right place (either by stating what you offer and for who, the problem you solve and how, or the goal you help customers reach).
Bonus points if it also gives a glimpse into your brand personality.
3. Research-backed and intentional website copy
Even a few words can be the difference between more sales or lost sales. We’ve seen this proven repeatedly while working with brands like BestSelf. We boosted sales by 27% with just a few tweaks to its product page headline based on our qualitative research.
If these results can be achieved by adjusting only a headline, imagine the potential of a full page of copy that’s informed by deep, ongoing customer research. You can bet that it’ll convert better than copy that’s based on outdated or no research.
4. Consistent, attractive, and recognizable branding
Ideally, both the looks of and the language in your website hero sections should feel branded, and for good reason. Consistent branding prevents several issues:
Damage to your brand image if you use overused stock photos, uncustomized page designs, and generic copy
Confusion about your messaging or what your brand stands for due to inconsistencies across sections and pages
Lack of memorability
All of the above can not only cost you sales today but also reduce the potential that people will engage with or buy from you in the future. In contrast, solid branding and the other three elements we’ve chatted about will help you make more sales, increase average order values, reduce customer acquisition costs, and more.
What to test in your hero section: lessons from 113 A/B tests
Best practices give you a starting point. To see what actually moves revenue, we pulled a sample of 113 hero section A/B tests SplitBase ran between 2023 and 2026 on homepages, landing pages and product pages. 41 won, 52 made no measurable difference and 20 lost.
One thing to know before reading the numbers: none of these tests started with “let’s test the headline.” Each one started with a specific problem we found in the analytics or in customer research, like homepage visitors leaving without going further, or a best seller converting worse than the rest of the catalog. The part of the hero we changed, and what we changed it to, came from that problem and that research.
Here’s how often each kind of change won. Outcomes are as recorded when each test ended, and a few recorded wins fell short of statistical significance.
Some kinds of changes did win more often than others:
Copy changes won most often. Rewriting the headline, subheadline or benefit points won 10 of 19 tests. Swapping the main image, adding a video or changing the slides won 2 of 19 and lost 7.
Full redesigns swung both ways. 12 of 28 won and 6 lost. When everything changes at once, it’s also hard to tell which part did the work.
Reordering rarely mattered on its own. Reordering or shrinking what shows first won 4 of 14 tests. Nine came out flat.
But don’t read the chart as “change your headline and you’ll win.” Eight of those 19 copy tests made no difference, including one where the new value propositions came straight from a customer survey and still didn’t land. The same kind of change can also go either way: a member count added to the hero won for one brand and lost for another. And when one brand tested two kinds of proof in the same spot under the hero button, a subscriber count and a review count, the subscriber count came out ahead.
What decides a test is what the change says, and whether it answers the problem your visitors actually have. The element is just where you say it.
Here are three of those tests, told the way they happened: the problem first, then what we tested. In each wireframe we changed the brand, the products and the category, so none of them can be traced back to the client.
Test 1: A headline that says why people buy
The problem: Too many homepage visitors left without going any further into the site. The hero was a product photo with no headline, so nothing told a first-time visitor why the brand was worth their time.
The research: Customer surveys kept surfacing the same main reason people bought, and the hero never mentioned it.
The test: We wrote two different headlines, each with a single button to the main collection, and ran both against the original.
The result: The headline built on that survey answer won. Conversion rate rose 9.4%, from 13.3% to 14.6%, at 99% statistical significance, adding about $72,750 a month, and it’s the version that went live. The other headline got more people to click its button, but it was the survey-based version that produced the significant conversion lift. Same element, same spot on the page. The words made the difference.
Test 2: One fewer button
The problem: Earlier tests on this site kept pointing the same way: when fewer visitors clicked the hero buttons and more used the navigation and product links, more of them bought. The mobile hero had two buttons, “Shop now” and a quiz, and we suspected the quiz was a detour for shoppers who already knew what they wanted.
The test: Two versions. One removed the quiz button and kept “Shop now.” The other removed both buttons.
The result: Removing just the quiz button lifted conversion rate and revenue per user with statistical significance, worth about $25,120 a month, and clicks on the most popular products below the hero rose 24%. Removing both buttons came out flat. Same idea, two executions, two different outcomes: shoppers still needed one clear way in.
Test 3: The right problem, the wrong answer
The problem: A best-selling product had one of the lowest conversion rates on the site, and paid social visitors converted worse than visitors from other channels. Our read was that cold visitors needed more context before buying.
The test: An education section above the buy box: a lifestyle image, a benefit headline, a short explanation and a button that scrolled down to the buy box.
The result: Conversion rate fell 12.7% at 97.7% confidence, and 16.5% among paid social visitors, the people it was built for. The section pushed the buy button down, and the extra scroll cost more than the context gained.
That didn’t make the idea wrong. In a later test for the same brand, on a different product page, two versions of an education section with different copy and layout went head to head. Both lifted add to cart by about the same amount. Only one turned that into more orders, raising conversion rate 2.7%. The other lost.
The takeaway: don’t pick hero tests from a list of elements. Start with the problem your visitors have, use research to learn what they need to see or hear, and then decide which part of the hero should carry it. The chart shows where wins have been more common. The research tells you what to put there.
Data-driven web design is the only way to go
The kind of heroes that deliver seamless user experiences and guide people to conversion don’t come about by chance. And they don’t even come from basic web design processes that are limited to creative brainstorming, persona creation, mood board creation, wireframing, and then adding content. In addition to those things, what does a more robust design process include? What steps are missing from processes like these?
Analysis of your website analytics to understand the strengths and weaknesses of your site
Usability testing to identify issues with your site’s functionality or the user experience
Conducting polls and surveys to gather intel on their questions, objections, and conversion triggers, as well as to gather voice of customer information
Prioritizing what needs, desires, questions, and concerns need to be addressed on-site to drive conversions
Strategy development not only to drive revenue but also to increase average order values (AOV)
Cross-referencing your wireframe with data points from usability studies to reduce the incidence of usability issues
More usability testing to validate your website design
Ongoing testing and optimization to maximize your return on investment from your ecommerce site
In other words, conversion research, testing, and conversion optimization are often forgotten, even by many web design agencies.
But we know it takes a lot more than an eye-catching hero or a good-looking website to drive sales. That’s why our process at SplitBase includes all of the above so that you can not only make money but also maximize the amount of money you make.
5 Shopify hero sections we love and what they do well
Now that we’ve talked about how to lay a proper foundation for your hero sections and larger web design, let’s see some examples of these tips out in the wild.
The high-quality product image is one of the first things that catches the eye, giving landing page visitors a good idea of what they can expect the landing page to be about. The headline is also an attention-grabber. Not only is it clear about the benefits customers can expect to get from the product but it also alludes to the ease with which they can achieve those results, i.e., instead of struggling to meet New Year’s resolutions months into the year, Plant People asserts that they can start the year already feeling better and healthier.
The text details how Plant People’s supplement delivers on the promise in the headline and the call-to-action encourages immediate action. This hero is basically a compact (but not pushy) sales pitch.
Broya
Broya—an organic bone broth brand—provides another good example. It has many of the same elements as the ones above.
While the headline is clever, it doesn’t sacrifice clarity. You can easily gather that Broya sells a drink that promotes gut health. The text underneath then clarifies what it is and how painless the buying experience is to reduce any hesitation to buy. Broya also reduces hesitation using social proof, mentioning the brand’s thousands of satisfied customers.
Additionally, rather than just a general “Buy Now” call-to-action, Broya primes site visitors to buy more with the CTA “Try All Four Flavours.” All four being pictured with the flavors clearly labeled also helps to entice them to try the variety pack instead of buying just one broth.
Dropps
Sustainable household cleaning brand Dropps has a simple but effective hero section on its homepage.
Unlike the other examples we’ve seen so far, Dropps has used a bit less text. But what’s there is straight to the point: It makes clear what the brand sells (cleaning supplies) and what the value proposition is (no bad stuff). The copy even uses “Zero B.S.” to hook visitors’ attention and drive home the value prop.
Additionally, there’s an attractive shot of the products, which reiterates the brand’s values in a few ways:
It’s clear that the product packaging is eco-friendly.
Blue is a color often associated with nature and used to convey desirable qualities like integrity.
Green is associated with nature, health and healing, transparency, and prosperity.
All of the above either directly or indirectly drive home Dropps’ core message immediately when people land on-site.
ZitSticka
Up next is the skincare brand ZitSticka. Its homepage hero is of the temporary sort and uses time pressure to influence the behavior of website visitors.
Both the mention of a “summertime refresh” in the headline and the limited-time offer in the text box highlight the importance of acting fast to get this deal. But the headline also gives site visitors a more compelling reason to want the products pictured. It states a clear benefit that aligns with the target audience’s seasonal desire to look and feel their best. The discount is just an added incentive! Of course, there’s a “Shop Now” CTA also to get more people to start shopping right away.
Every Man Jack
Every Man Jack is a men’s personal care and grooming brand whose website runs on Shopify. Its homepage hero section does a few things well.
For one, the background image showcases the great outdoors, which connects to the main headline. But it also showcases some of the brand’s products. The headline and text both use a casual voice that’s likely similar to the language Every Man Jack’s laid-back, nature-oriented target customers would use. And the call-to-action doesn’t just encourage shopping but it encourages shopping for bundles, which, of course, means better average order values.
How well do your ecommerce website’s hero sections work?
At the end of the day, you’re not running a hobby website. You’re running an ecommerce site that’s meant to make you as much money as possible. Every element on your site can either inch it closer to that goal or serve as a blocker—your hero section design included. So data-driven web design, continuous testing, and ongoing optimization should be your best friends. They’ll help you hone in on what’s working so you can do more of it, and they’ll identify what’s not serving you so you can figure out what will.
Not sure your testing is aimed at the right things? Take our 3-minute CRO Opportunity Assessment. You answer 21 questions about how you test and get a report on where your approach has gaps and what to prioritize next.
If you’d rather have a team research, build and test your landing pages for you, see how our landing page optimization service works.
Frequently asked questions about ecommerce hero sections
What is a hero section on an ecommerce website?
A hero section is the large, prominent area at the top of a webpage, usually visible before a visitor scrolls. On an ecommerce site, it typically includes a headline, a supporting image or video, a short line of copy, and a call-to-action button. Because it's the first thing visitors see, it sets expectations for the rest of the page and plays a direct role in whether someone keeps browsing or leaves.
What should I include in my hero section?
At a minimum, your hero section should have four things: a high-quality image or video that conveys something meaningful about your brand or product, a headline that tells visitors they're in the right place, supporting copy that adds context or addresses a key benefit, and a call-to-action that directs visitors toward the next step you want them to take. The specifics depend on the page type. A homepage hero might feature your current promotion or bestselling category, while a landing page hero should match the messaging of the ad that drove the traffic there.
Should my hero section have a headline?
In most cases, yes. A headline gives visitors an immediate answer to the question "am I in the right place?" and is one of the easiest elements to test for conversion impact. The exception is when you're selling a product where the purchase is driven more by emotion and aesthetics than by logic, like fashion or jewelry. In those cases, the imagery itself can do the work. But even then, it's worth testing a headline variation to see whether it lifts conversions.
How do I know if my hero section is underperforming?
Start with your analytics. If a page has a high bounce rate relative to similar pages on your site, or if you see visitors leaving quickly without scrolling past the hero, that's a strong signal the hero isn't doing its job. Session recordings and heatmaps can give you a closer look at how visitors interact with the hero area. And running a poll that asks visitors, "Is there anything unclear about this page?" can surface the qualitative reasons behind the numbers.
How do I test my hero section?
The best approach is A/B testing, where you serve one version of the hero to half your traffic and a different version to the other half, then compare results. But you shouldn't test blindly. Start with conversion research (analytics analysis, session recordings, customer surveys) to identify what's likely wrong, form a hypothesis about what would fix it, and then test that specific change. A random redesign without a research-backed hypothesis is a coin flip.
How often should I update my hero section?
There's no fixed schedule, but your hero shouldn't be static for months on end. Update it when you launch new products, run seasonal promotions, or when your conversion data tells you the current version has plateaued. The bigger point is that your hero should be part of an ongoing testing and optimization program, not a "set it and forget it" element.
Can I use the same hero section for paid traffic and organic visitors?
You can, but you probably shouldn't. Paid traffic arrives with specific expectations set by the ad they clicked. If your hero doesn't match that ad's messaging and offer, you'll lose them. That's why many high-performing DTC brands use dedicated landing pages with tailored hero sections for their paid campaigns, separate from their homepage or organic entry points. The tighter the match between the ad and the hero, the better your conversion rate.
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