3
High
Homepage
No hero message
The homepage lacks an H1 and a clear value proposition, so visitors arriving with a specific intent (e.g., news, sports, finance) are not immediately oriented or guided to the relevant content.
⚠ No hero messageThe homepage has no H1 or value proposition; the first visible headings are generic section labels like 'Trending' …
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 include generic section labels like 'Trending', 'Explore More', 'For You' with no overarching headline or subheadline; CTAs are 'Sign in', 'See more stories on Yahoo 100', 'See forecast'.
- The page is a content aggregator with no hero statement; the first visible elements are navigation and a search bar.
Business case
If this change wins
0.2 – 1.0
orders per 1,000 visitors
Medium
Effort — 2-5 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 an H1 and a clear value proposition, so visitors arriving with a specific intent (e.g., news, sports, finance) are not immediately oriented or guided to the relevant content.
- Current state
- h1: None; cta: Sign in / See more stories on Yahoo 100 / See forecast; notes: The page is a content aggregator with no hero statement; the first visible elements are navigation and a search bar.
- Change
- h1: Your window to the world's news, sports, and more; cta: Explore today's top stories; notes: Add a concise H1 that states the value proposition and a CTA that guides users to the main content, reducing ambiguity for first-time visitors.
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Add a concise H1 that states the value proposition and a CTA that guides users to the main content, reducing ambiguity for first-time visitors, with no regression at 375px and 1280px widths. - Tracking
- event: cro_no_hero_message on interaction with the changed element; verify it fires in BOTH variants before opening traffic.
- Success metric
- organic sessions for the affected pages
- QA checklist
- Chrome / Safari / Firefox · 375px + 1280px · keyboard reachable · screen-reader name present · no CLS introduced
- Effort
- Medium — 2-5 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.