1
Urgent
Homepage
No H1, no value prop
The homepage lacks an H1 and any clear value proposition, leaving visitors without a reason to engage or convert.
⚠ No H1, no value propThe homepage lacks an H1 and any clear value proposition, leaving visitors without a reason to engage or convert.
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 1 of 7 analysts
- 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.
Business case
If this change wins
0.4 – 1.6
orders per 1,000 visitors
High
Effort — 5+ days
Not A/B testable
At typical traffic
Detecting this needs about 124,891 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 an H1 and any clear value proposition, leaving visitors without a reason to engage or convert.
- 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.
- 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, with no regression at 375px and 1280px widths. - Tracking
- event: cro_no_h1_no_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
- High — 5+ days
- Test plan
- 124,891 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.