New homepage hero section

**Overall conclusion of the experiment:** A total of 19,925 users participated in the test, which corresponds to 99.6% of the required sample size of 20,000. We tested a new design of the main block on the homepage, expecting a 5% increase in conversion rate (CR1). The results showed a significant effect in CR1 (+11.97%, p=0.0007) and a negative impact on Revenue (-1.90%, p=0.40). Despite the substantial improvement in conversion, the decline in revenue raises concerns. **Results by metrics:** - Key metric (CR1): an increase of 11.97% (p=0.0007) — this is a significant effect that should be considered for implementation. - Significant metrics (p < 0.05): CR1 demonstrated a high growth, confirming the success of the new version. - Metrics with large effects, but p>0.05: Revenue showed a decline, but with a high p-value (0.40), which is not statistically significant. - 🛡️ Guardrail metrics: Revenue decreased by 1.90% (p=0.40) — this is a minor change, but it does not raise alarms as it is not statistically significant. **Summary:** - Decision: I recommend **repeating the test**. We have a significant effect in CR1, but the uncertainty in Revenue requires additional data to assess the robustness of the results. - Risks: Revenue showed a negative change, albeit minor (p=0.40). This is a signal of potential long-term risks to revenue. - Ideas: It is worth exploring how design changes affect user behavior and conversions across different segments, as well as testing different CTA options to improve revenue.