Starting with a customer's story about their experience with the company in the form of a featured review will resonate more with potential customers than leading with a paragraph written about the company.
Our A/B test showed that the results were the opposite from our initial hypothesis (keeping things interesting for sure!). In this instance, the results indicated that having a powerful introductory paragraph about the company resulted in more conversions than having a review just below the hero banner block, as we had originally predicted. Having the introduction paragraph below the hero block converted at a 41% higher rate than having the review block below the hero banner image.
Thinking about what your customers see when they first land on the page is extremely important. Whether this is a powerful statement about your company or a detailed, glowing customer review. What do you think will resonate with your customers the most? As for us, we are going to run this experiment a couple more times to get a more conclusive result!