TEET-136 [HOME]: Removing sections from homepage (ICE: 22/30)

[HOME]: Removing sections from homepage (ICE: 22/30)

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Valentin Yeo

Problem Statement

The homepage is currently long and information-heavy. While detailed, it risks scroll fatigue, especially on mobile. Users may never reach the CTA sections or may lose focus.

Objective

Test whether a shorter homepage (removing sections starting from the bottom) increases conversion by keeping focus on the hero, social proof, and products — the highest-converting elements.

Hypothesis

If we remove the bottom sections (starting with “Ingredients / Rezeptur”, “Step-by-step instructions”, “Customer reviews 2nd block”, etc.), users will have a more focused and faster journey to products, improving add-to-cart and purchase rates.

Control (Current State)

Full homepage

Variation 1 – Remove “Sustainability” Section

Variation 2 – Remove “Totally Easy” Section

Variation 3 – Remove “Customer reviews”

Variation 4 – Remove "Alex & Marie" Section

Variation 5 – Remove "Glowcast" video Section

Variation 6 – Remove "Your journey to whiter teeth & Refill" section

Variation 7 – Remove "Zero Waste" video section

Variation 8 – Remove "White Smile" section

Variation 9 – Remove "Why our tooth powder..." section

Variation 10 – Remove "Categories" section

ICE Rating

Impact (7/10):

Could strongly improve conversions if scroll fatigue is reducing purchase intent.
Higher focus on products and trust badges.

Confidence (6/10):

CRO research shows mixed results — some audiences prefer shorter homepages, others need full info.
Works well if users are already aware/considering purchase.

Ease (9/10):

Simple structural change — hide/remove sections in page builder or CMS.
No design overhaul required.

Total ICE Score: 22/30

VWO link:

https://app.vwo.com/#/test/ab/142/summary/?accountId=1091932

Valentin Yeo
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Valentin Yeo
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TEET-136

Status

Failed

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Project

Teethlovers

Priority

High

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