3
High
Homepage
Missing H1 and value prop
The homepage lacks a clear H1 and value proposition, so visitors arriving with a specific intent are not immediately oriented or guided to their goal.
⚠ Missing H1 and value propThe homepage lacks a clear H1 and value proposition, so visitors arriving with a specific intent are not immediately …
Both are photographs of the live page — the right side has the
change applied in the browser.
Evidence
Observed on the live site
✓ Flagged independently by 2 of 7 analysts
- The inventory shows h1s: [] and the body sample begins with 'Search Query for Search the web' and navigation links, with no headline or subheadline explaining what Yahoo offers or how to get started.
- The homepage has no H1 and the H2s are generic ('Trending', 'Explore More', 'For You'), with no tagline or explanation of Yahoo's value.
Business case
If this change wins
0.2 – 1.0
orders per 1,000 visitors
Low
Effort — 0.5-2 days
Not A/B testable
At typical traffic
Detecting this needs about 315,206 visitors per variant. Ship it as a sequenced change and log the date instead.
Prioritisation
PXL score: 5 / 10
Assessed from the live page
| Question | Answer | Points |
|---|---|---|
| Is the change above the fold? | Yes | 1 |
| Is the change noticeable in under 5 seconds? | Yes | 2 |
| Does it add or remove an element? | Yes | 1 |
| Does it run on a high-traffic page? | Yes | 1 |
| Verified by direct technical measurement? | No | 0 |
Criteria that need your data
4 of these could not be answered from the live page. Session recordings, survey or support themes, and analytics access would raise the confidence of this ranking — they do not indicate a weaker finding.
| Question | Answer | Points |
|---|---|---|
| Discovered via user testing? | No | 0 |
| Discovered via qualitative feedback (survey, support)? | No | 0 |
| Supported by heatmaps or session recordings? | No | 0 |
| Found via digital analytics or real-user field data? | No | 0 |
Implementation
Hand this to your developer
- Surface
- Homepage — HOMEPAGE HERO
- Problem
- The homepage lacks a clear H1 and value proposition, so visitors arriving with a specific intent are not immediately oriented or guided to their goal.
- Current state
- h1: None; cta: Sign in, Search the web; notes: The page is a portal with many links and widgets, but no clear hero message or primary action for new or returning visitors.
- Change
- h1: Your world, one search away; cta: Search the web; notes: Add a concise H1 that states the core value (search, news, finance, mail) and a subheadline that addresses common visitor intents, e.g., 'Get the latest news, check your email, and manage your finances—all in one place.'
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Add a concise H1 that states the core value (search, news, finance, mail) and a subheadline that addresses common visitor intents, e.g., 'Get the latest news, check your email, and manage your finances—all in one place.', with no regression at 375px and 1280px widths. - Tracking
- event: cro_missing_h1_and_value_prop on interaction with the changed element; verify it fires in BOTH variants before opening traffic.
- Success metric
- conversion rate on the affected step
- QA checklist
- Chrome / Safari / Firefox · 375px + 1280px · keyboard reachable · screen-reader name present · no CLS introduced
- Effort
- Low — 0.5-2 days
- Test plan
- 315,206 visitors per variant (95% significance, 80% power); duration depends on traffic.
- Rollback
- Feature-flag the change; revert the flag if the primary metric drops for 3 consecutive days.