How a Static Homepage Hero Image Beat a Rotating Carousel and Tripled Campaign Clicks
Experiment ID: #204787
NextAfter
Experiment Summary
Timeframe: 05/07/2026 - 06/01/2026
Focus on the Family uses an auto-rotating carousel as their standard homepage experience, switching through a campaign appeal and 4 featured resources. We wanted to increase overall clicks on all elements by eliminating the carousel and keeping them always visible.
The Control (Carousel): featured an auto-rotating carousel with 5 slides: the main Sanctity of Human Life (SOHL) campaign appeal and 4 additional resources (Truth Rising, Marriage Assessment, Age & Stage Parenting, and Hope Restored). The mobile version only uses the SOHL campaign appeal as a static image, with no featured resources.
The Treatment (Hero Image): eliminated the auto-rotation completely. It kept the SOHL campaign appeal as a single static hero image and cleanly placed the 4 other resources in dedicated, always-visible grid tiles directly underneath the hero. On mobile, those featured resources are in a column below the hero image.
Research Question
We believe that replacing the auto-rotating carousel with a single static hero image for homepage visitors will achieve an increase in clicks on the main appeal and featured resources because carousels create cognitive overload by constantly shifting content, whereas a static grid layout allows the user to scan at their own pace and keeps all opportunities permanently discoverable. because carousels create cognitive overload by constantly shifting content, whereas a static grid layout allows the user to scan at their own pace and keeps all opportunities permanently discoverable.
Design
C: Control
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.9% | ||
| T1: | Treatment #1 | 3.9% | 101.0% | 100.0% |
This experiment has a required sample size of 564 in order to be valid. Since the experiment had a total sample size of 40,756, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
101.0% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
This was a statistically significant win for Focus on the Family. The static treatment doubled total clicks on featured resources (a 101% increase, 400 vs 790 clicks) and more than tripled clicks on the primary SOHL campaign appeal CTA (a 238% increase, 56 vs 186 clicks), both at a 100% Level of Confidence. Every single individual featured resource saw a dramatic lift in engagement, ranging from a 95% to 250% increase in clicks. While this layout change naturally shifted some attention away from homepage recent articles (resulting in a 22% drop at 98% LOC), this trade-off was highly favorable given that the featured resources are of much higher strategic value to the ministry. Here are some Key Learnings: 1.) Auto-rotation is an Engagement Barrier: Constantly rotating slideshows creates cognitive overload and banner blindness. By laying out the four featured resources in static, always-visible grid tiles, FOTF respected user scanning behavior and unlocked massive hidden engagement (e.g., Truth Rising clicks surged by 250%, and Age & Stage Parenting jumped by 177%). 2.) A Singular Focus Drives Campaign Action: Forcing a high-priority campaign like Sanctity of Human Life (SOHL) to compete for attention in a carousel dilutes its impact. Giving the campaign appeal a dedicated, static hero space drove an incredible 238% increase in clicks. 3.) Zero Cannibalization of Core Sitewide Actions: Boosting local homepage resource engagement did not hurt other critical pathways. There was no statistically significant difference in the main donate button clicks, broadcast episode plays, or overall homepage donations (239 on Control vs. 232 on Treatment), proving we can dramatically increase content interaction without harming baseline donor behavior. Future Implementation: It is our recommendation that FOTF retire the auto-rotating homepage carousel and continue testing and refining the static hero and 4-tile grid configuration as the default homepage layout.