Question: main banner size for sales

I work in a company that makes websites, and often the question comes up about main banner size for the home page.

Consider next regarding only online shops, not regular websites:

On one hand, designers say that main banner should fill the entire page, height-wise, because it looks more modern and nice with a huge image.

On the other hand, "usability people" say that main banner should be small enough so that next section can be seen from the top of the page (usually categories section, or top sellers, for an online shop). Because this helps usability.

In the end, since the only purpose of eCommerces is to sell, any other considerations can be set aside, and the question can be reduced as follows:

• What generates more sales, a full page height banner, or a banner small enough that next sections can be seen from top of the home?

I would love if someone has any metrics on that that they can show.

Thanks!!

Epic visual tool

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