# Which Page Areas Get Tested Most — And Where Does the Hero Rank?

Source: Lazyweb Research
Author: Ali Abouelatta, Lazyweb Research
Published: 2026-07-07
Updated: July 2026
Sample size: n=4814
Category: [Does X work? Tactic-level experiment evidence pages](https://design.lazyweb.com/blog/category/does-x-work-tactic-level-experiment-evidence-pages)
Tags: experiments, landing-page, design, ux-patterns, paywall
HTML: https://design.lazyweb.com/blog/how-many-experiments-touch-hero-media-swaps
Markdown: https://design.lazyweb.com/blog/how-many-experiments-touch-hero-media-swaps.md

**Answer.** Across the 4,814 detected experiments Lazyweb Research tracks, the hero is the most-annotated change area at 405 experiments, ahead of offer (281), pricing (229), CTA (225), and value props (178).[1][2] Media swaps make up 307 of the hero-touching experiments, across 122 companies.[3]

> The hero leads all page areas with 405 annotated experiments — more than offer (281), pricing (229), or CTA (225) — Lazyweb Research, July 2026 (n=4,814).

## The finding: heroes and offers dominate testing attention

Ranked by distinct annotated experiments, the most-tested page areas are:

| Area | Experiments |
| --- | --- |
| Hero | 405 |
| Offer | 281 |
| Pricing | 229 |
| CTA | 225 |
| Value props | 178 |
| Nav | 135 |
| Secondary actions | 107 |
| Announcement bar | 62 |
| Legal / trust | 56 |
| Social proof | 48 |

Source: annotated change-area breakdown across the corpus.[1] The hero and the offer together account for the bulk of top-of-funnel experimentation.

## Where hero media fits

Of the 405 hero-area experiments, media swaps (hero co-occurring with image/video/illustration/media/visual/animation) account for 307 across 122 companies.[3] A smaller slice — 18 experiments — put social proof or 'trusted by' content into the hero specifically.[4] So most hero testing is about the visual asset and headline, with social proof a minority hero move.

## How to apply it

If you are prioritizing where to run your next test, peers concentrate on the hero and offer. Lower-ranked areas — announcement bar (62), legal/trust (56), social proof (48) — are tested far less, which can mean either they matter less or they are under-explored opportunity.[1] Treat the ranking as 'where attention goes,' not 'where impact is,' since these are counts of detected changes, not outcomes.

## Caveats

Area labels are LLM annotations; variants like value props/features were merged before counting.[2] These are detected UI diffs, not measured lifts, so a high test count reflects effort and ease, not proven return.

## The numbers

| Stat | Computed from |
| --- | --- |
| Hero 405 / offer 281 / pricing 229 / cta 225 / value props 178 / nav 135 / secondary actions 107 / announcement bar 62 / legal-trust 56 / social proof 48 | annotation_area_breakdown |
| 4,814 total detected experiments | total_detected_experiments |
| 307 hero-media experiments across 122 companies | tactic_mentions__hero_media_swaps |
| 18 hero-area experiments include social proof / trusted-by | hero_social_proof_experiments |

## Methodology

Universe: 4,814 detected experiments (362 companies) in Lazyweb's ~800-app mobile corpus; area ranking from _experiment_annotations (distinct experiments per area, variants merged). Detected diffs with inferred rationale, not measured results. July 2026 pull.

## Visual references

Real, in-market app screens tracked by Lazyweb Research:

- Credit Karma: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/fin8_credit-karma/lazyscreenshots/2024_10_06_16-06-24_5E2384B2.png
- Hulu: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/ent5_hulu/lazyscreenshots/2023_12_16_11-31-59_801E70D4.png
- Google Home: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/uploaded_google_home/main_tabs/compare/2026-05-28/1779943403144_00_Google_Home-20260528-044322-01.png
- Apple News: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/news117_apple-news/lazyscreenshots/2025_04_11_21-06-32_77B99AC1.png

## Sources & citations

- [1] Lazyweb Research analysis of 4,814 detected experiments (362 companies, mobile-app corpus), July 2026. Annotated change-area breakdown (distinct experiments per area).
- [2] Lazyweb Research analysis of 4,814 detected experiments (362 companies, mobile-app corpus), July 2026. Corpus of 4,814 detected before/after UI diffs; area labels merged (e.g. value props/features).
- [3] Lazyweb Research analysis of 4,814 detected experiments (362 companies, mobile-app corpus), July 2026. 307 hero-media experiments across 122 companies.
- [4] Lazyweb Research analysis of 405 hero-area experiments (mobile-app corpus), July 2026. 18 hero-area experiments also mention social proof / testimonial / trusted-by.

## Related questions

- [Do Companies Keep Hero Image and Video Swaps After Testing Them?](https://design.lazyweb.com/blog/do-companies-keep-hero-media-swaps-after-testing)
- [How Many Detected Experiments Change CTA Copy, and What Do Apps Rewrite It To?](https://design.lazyweb.com/blog/how-many-experiments-touch-cta-copy)
- [Do Companies Remove Pricing Tiers — and How Often Is It Tested?](https://design.lazyweb.com/blog/how-many-experiments-touch-pricing-tier-removal)
- [Do Apps That Add Social Proof to Their Screens Keep It?](https://design.lazyweb.com/blog/do-apps-that-add-social-proof-keep-it)
- [How Many Detected Experiments Touch Social Proof, and What Changed?](https://design.lazyweb.com/blog/how-many-experiments-touch-social-proof)
- [Does Adding Social Proof to the Hero Actually Get Tested?](https://design.lazyweb.com/blog/does-social-proof-in-the-hero-get-tested)
- [Do 'Limited Time Offer' Countdown Timers Get Rolled Back?](https://design.lazyweb.com/blog/do-limited-time-countdown-offers-get-rolled-back)
- [How Many Detected Experiments Touch Urgency or Countdown Timers?](https://design.lazyweb.com/blog/how-many-experiments-touch-urgency-countdowns)

## Explore the evidence

- [Cal AI app tree](https://design.lazyweb.com/company/cal-ai/app-tree) — Full 45-frame August 2026 capture
- [Cal AI trial introduction](https://design.lazyweb.com/flow/cal-ai/onboarding-paywall) — Three captured screens · August 2026
- [Cal AI: sign-in, trial, then reminder](https://design.lazyweb.com/blog/cal-ai-sign-in-trial-reminder-sequence)
- [Paywall before or after account creation?](https://design.lazyweb.com/blog/do-apps-paywall-before-or-after-account-creation)

## Continue your research

[Connect Lazyweb to your coding agent](https://www.lazyweb.com/mcp-install)