# No H1, no value prop — dev spec
Site: yahoo.com · Priority 1 · Urgent · Effort: High (5+ days)

## Problem
The homepage lacks an H1 and any clear value proposition, leaving visitors without a reason to engage or convert.

## Evidence (from the live site)
> H1s: [] and h2s are generic content sections like 'Trending', 'Weekend Reads', 'Explore More', 'For You'.
> The page is a content aggregator with no headline or subheadline explaining what Yahoo offers or why a visitor should stay.

## Current state
h1: None; cta: Sign in, See more stories on Yahoo 100, See forecast; notes: The page is a content aggregator with no headline or subheadline explaining what Yahoo offers or why a visitor should stay.

## Required change
h1: Your world, one click away; cta: Sign in to personalize your feed; notes: Add a clear H1 that communicates the value of Yahoo as a personalized news and content hub, with a CTA that encourages sign-in for personalization.

## Acceptance criteria
- GIVEN a first-time visitor on the affected page
- WHEN the change is live
- THEN Add a clear H1 that communicates the value of Yahoo as a personalized news and content hub, with a CTA that encourages sign-in for personalization.
- AND no layout regression at 375px / 768px / 1280px
- AND the changed control is keyboard-reachable with an accessible name

## Tracking
- Fire `cro_no_h1_no_value_prop` on interaction with the changed element
- Verify the event fires in BOTH variants before opening traffic

## Test plan
- Two-proportion z-test, 95% significance, 80% power
- 124,891 visitors per variant to detect a 8.0% relative lift
- Run at least one full business cycle; duration depends on traffic

## Rollback
Feature-flag the change; revert if the primary metric drops for 3 consecutive days.