Win Report: Less hero, more party (and 5% more sign ups)

Published: September 2025

Win Reports help you grow your business by showing our methodology at work. Each Win Report showcases a real-world test, sharing the research, insights, and techniques that led to the win.

In the next three minutes, we’ll show you how redesigning the top of key pages increased conversions by 5% for Party Hard Travel.

Side-by-side comparison of Party Hard Travel’s Ayia Napa events package webpage, showing the original control design with a large hero crowd photo and the variation with a smaller hero image, reviews widget, and clearer navigation.

Party Hard Travel is a fast-growing travel company reinventing party vacations. Founded by two students after a disappointing trip to Ayia Napa, it now partners with major brands like Boohoo and Love Island, and sends over 40,000 partygoers a year to destinations like Ibiza and Zante. It is rated Excellent on Trustpilot.

The initial goal of the website is to sign visitors up for a free account, from where they can book the Members Only Release Packages.

If you’ve read our previous Win Report for Party Hard Travel, you’ll know that our research had identified cost and trust as the biggest issues around conversion.

Research: What your visitors really see (and miss)

When we reviewed Party Hard Travel’s package pages, we saw that that they were packed with persuasive content. Each page described the destinations in detail, showcased multiple events, and made clear just how much value the packages offered.

But our analysis uncovered a problem: most visitors weren’t actually seeing these benefits.

Here are the mobile and desktop scrollmaps for one of the package pages. The “hotter” a section appears, the more visitors were seeing it.

Heatmap scroll analysis of Party Hard Travel’s Ayia Napa events package webpage, showing user attention concentrated at the top of the page and fading further down. — Scrollmaps for desktop and mobile. The “hotter” a section is, the more visitors have seen it.

The scrollmaps revealed a striking pattern. Roughly 80% of users scrolled down far enough to see the package price, but fewer than 30% reached the section listing everything included in that price. In other words, the most persuasive part of the page—the “why this is such a great deal” content—was invisible to over two-thirds of visitors.

Our interviews with non-converters reinforced this. Many participants said they didn’t realize how much was included, or missed critical reassurances about the booking process. One respondent explained:

“I only saw the headline and price at first—it looked like just another promo. I didn’t realize you got all the events included until much later.”

Another told us:

“I wanted to know if it was secure and what exactly was in the package, but I couldn’t see it straight away.”

This revealed a double friction point: not only were users not scrolling, they were also missing the trust and reassurance messaging that was buried further down the page.

The original page (or control)

Here’s the top of the Ayia Napa package page:

Original Party Hard Travel Ayia Napa events package webpage with a deep hero image of a crowded party scene, followed by package details and pricing. — The Control: The page features a deep hero image.

The tested page (or variation)

To address the issues identified by our research, we made the following changes to the hero:

Shallower hero image: Reduced the chance of visitors seeing a false bottom.
Immediate social proof: Added a Reviews.io box in the top-right corner so visitors saw trust signals early on the page.

And these to the grey bar that runs below the hero:

Direct navigation: Inserted links to price and calendar sections just below the hero, helping users jump directly to what mattered most.
Reinforced reassurance: Moved “Secure your package today…” copy into the bar beneath the hero, where user tests had shown it was more likely to be seen.

Variation of the Party Hard Travel Ayia Napa events package webpage featuring a shallower hero image of friends on a boat, trust signals, and improved layout with package details more visible.

Taken together, these changes reframed the first impression: the page became more credible, engaging, and easier to navigate.

Result: Signups increased by 5%

During the test, we observed a 5% increase in signups for Party Hard Travel. That’s a great result, especially given the small changes that made the difference. As an example, subsequent scrollmaps showed us that simply cropping the hero image increased the number of visitors seeing the full package content by around 13%.

To learn more about false bottoms, and how to fix them, see our #1 Amazon bestselling book, Making Websites Win:

If one of your pages has a “false bottom”—a gap in the design that appears to visitors to be the bottom of the page—then a scroll map will reveal that visitors aren’t scrolling. (You then need to work out whether that’s because they didn’t realize that the page could be scrolled, or because they weren’t interested enough to scroll.)”

What next?

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of Party Hard Travel’s business and then to other clients.

If you want us to grow your profits—quickly and efficiently—check if you qualify for a free one-on-one strategy session with one of our CRO consultants.

We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.

Thanks to Party Hard Travel for letting us share these insights (and for being such a fun team to work with).

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