Designs by Nisha

Hypothesis

We believe we should test a new hero image that combines illustrations and photos on the premium sales landing page, so visitors will more clearly understand the premium offer and ultimately become a subscriber.

Motivation:

Earlier tests showed illustrations improved clarity and conversions. This test aimed to build on that insight by showcasing the breadth of value in the Premium offering with clear, contextual examples to accelerate visitors’ decision-making.

What we changed

Original hero had one illustrated image.
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Variant used three distinct visuals: flights, hotels, and bundled deals.
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Designed to communicate more concretely what the Premium subscription includes.

Desktop Control

Desktop Variant

Mobile Control

Mobile Variant

Results

Visitors were 68% more likely to sign up for Premium after seeing the multi-image hero.
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Flight + Hotel bundle signups increased by 109%, driving significant additional revenue.
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The test is projected to generate an estimated annual revenue lift of $1.51M.

Insights: Why It Worked

Visitors benefit from multiple concrete examples of deals before committing, which helps shortcut the consideration phase.
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Returning visitors, who often compare options more carefully, responded especially well to the variety of visuals.
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The multi-image hero clarified the value proposition and made the offer feel more tangible.

Segment Insights

Returning visitors were 126% more likely to convert compared to the original hero.
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New visitors saw a 49% lift in subscriptions with the multi-image hero.
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Mobile users showed less impact, likely due to screen size limiting the visual effect.

What We Learned

Presenting multiple relevant examples in hero imagery can significantly improve clarity and conversions.
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Future iterations should continue surfacing a variety of deal types and perspectives, especially for high-consideration offers.
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Test variations that optimize for mobile layouts to mitigate reduced impact on smaller screens.

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