The Challenges

1. Hero section underperforms
   New desktop users bounce quickly due to lack of clarity, value communication, and direction.
2. Missed engagement opportunity
   Users who do interact with the hero convert better, but most users don’t engage.
3. Low category discovery
   “Shop All Categories” has low CTR (~3.32%) because its carousel hides items and doesn’t clearly signal clickability.
4. Merged sections reduce visibility
   Combining categories with the hero decreases usability and dilutes both purposes.

Key Objectives

1. Deliver instant clarity on value proposition for new desktop users.
2. Increase hero engagement to improve conversion for first-time users.
3. Improve category discoverability to encourage deeper browsing.
4. Ensure users immediately see all key shopping paths without additional scrolling or guessing.

The Solution

1. Redesign the hero section to communicate value clearly and provide a strong, obvious first action (e.g., search, CTA).
2. Elevate search visibility in the hero, leveraging its proven impact on conversion.
3. Replace or optimize the category carousel with a more intuitive, fully visible grid layout.
4. Separate hero + category section to avoid message dilution and improve clarity of navigation.

Search Engagement for Better Conversion Rate

Since search drives higher conversions and the hero had no CTA, we tested moving the search bar there to boost engagement.

Results:
+3.65% User Click Rate % Uplift