# What Are Companies A/B Testing on Their Hero Sections Right Now?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=488
Tags: landing-page, experiments, ux-patterns, web, mobile, design
HTML: https://www.lazyweb.com/research/what-are-companies-ab-testing-on-hero-sections
Markdown: https://www.lazyweb.com/research/what-are-companies-ab-testing-on-hero-sections.md

**Answer.** The hero is the single most-tested area: 488 of 2,160 annotations (23.2%) across 405 distinct experiments Lazyweb Research observed by July 2026. It splits almost evenly by platform — 272 web and 216 mobile — making it the only major area tested heavily on both. Average model-assigned impact is 3.28/5, mid-pack, with 28.1% of hero tests scored 4+/5. Observed patterns center on headline repositioning and swapping passive heroes for working tools. [1]

> The hero is tested more than any other page area — 488 annotations (23.2% of 2,160), split 272 web / 216 mobile — Lazyweb Research, July 2026.

## How much, and where

Hero testing at a glance: [2]

| Metric | Value |
|---|---|
| Annotations | 488 (23.2% of 2,160) |
| Distinct experiments | 405 |
| Web / mobile split | 272 / 216 |
| Avg impact (1–5) | 3.28 |
| Share scored 4+/5 | 28.1% (137/488) |

Unlike offer, pricing, and header — which are heavily mobile/paywall — the hero is the one area tested at scale on both web and mobile, so it's the most cross-platform bet a growth team makes. [3]

## Observed patterns

From the highest-impact hero experiments Lazyweb Research logged (all model-scored impact 5): [4]

- **Swap a routing decision for a working tool.** Wise replaced two chooser cards ('Money Transfer Comparison' / 'Travel Money') with a live GBP→EUR comparison widget and an above-the-fold provider table — rate-searchers get the answer instead of a second click.
- **Narrow the headline to the real ICP.** Replo repositioned from 'Sell Anything with Replo' to 'Conversion rate optimization for serious Shopify teams' and dropped the AI prompt box for standard signup/demo buttons.
- **Put commerce above editorial.** SSENSE replaced an editorial-magazine fold with a 'SHOP FW25 NOW' seasonal campaign and gendered entry points, betting repeat traffic is shoppers, not readers.

The through-line: teams trade broad, passive heroes for something narrower and more actionable. [4]

## How to apply it and caveats

If your hero routes users to a choice, test collapsing that choice into an inline tool or a single narrowed headline — that's the recurring high-impact move. Because hero impact is only mid-pack (3.28 avg), don't assume a hero test is your highest-leverage slot; the offer and pricing areas score higher. Caveat: these are observed diffs with LLM-inferred rationale and model-assigned impact, not measured lift. [5] Named examples are individual observations, not a representative sample.

## The numbers

| Stat | Computed from |
| --- | --- |
| Hero 488 annotations (23.2%), 405 experiments, 272 web / 216 mobile, avg impact 3.28 | statpack area_HERO |
| Hero: 488 annotations, 405 experiments, avg impact 3.28, 28.1% scored 4+ (137/488) | statpack area_HERO + high_impact_share_by_area |
| Hero splits 272 web / 216 mobile; offer/pricing/header are mostly mobile | statpack platform_area_split |
| Hero impact-5 examples: Wise (widget), Replo (headline), SSENSE (commerce fold) | statpack qualitative HERO entries |
| Experiments are observed diffs with LLM-inferred rationale and model-assigned impact, not measured lift | statpack methodology note |

## Methodology

Universe: 488 hero annotations across 405 detected experiments (subset of 2,160 annotations / 1,126 experiments), July 2026, labelled and impact-scored by LLM from paired screenshots. Named companies are single observations; impact is relative model signal, not measured lift.

## Sources & citations

- [1] Lazyweb Research analysis of 488 hero annotations (405 experiments) within 2,160 total, July 2026. HERO is the most-annotated area; 272 web / 216 mobile.
- [2] Lazyweb Research analysis of 488 hero annotations, July 2026. Impact avg 3.28; 137 of 488 scored 4+/5.
- [3] Lazyweb Research analysis of 2,160 area annotations, July 2026. Platform × area split; hero is the only major area tested heavily on both web and mobile.
- [4] Lazyweb Research qualitative review of top-impact hero experiments, July 2026. Wise, Replo, SSENSE — individual observations scored impact 5 by the model.
- [5] Lazyweb Research methodology note, July 2026. Observed before/after diffs with inferred rationale, not measured A/B results.

## Related questions

- [Which Page Areas Get A/B Tested Most — Hero, Pricing, or CTA?](https://www.lazyweb.com/research/which-page-areas-get-ab-tested-most)
- [Which Experiment Areas Look Highest-Impact in Detected A/B Tests?](https://www.lazyweb.com/research/which-page-areas-look-highest-impact-in-detected-tests)
- [What Are Companies A/B Testing on Value Props and Feature Lists?](https://www.lazyweb.com/research/what-are-companies-ab-testing-on-value-props)
- [What Are Companies A/B Testing on Their CTA Buttons?](https://www.lazyweb.com/research/what-are-companies-ab-testing-on-the-cta)