Home landing: CTA Button Optimization
Hypothesis
If we test a similar change on our home landing pages as tested, then our conversion metric will likely improve based on their implementation decision.
Test Results
Key Learning
Problem: The primary call-to-action on the home landing isn't converting at its potential — design, copy, or placement may be the bottleneck.
What worked: implemented this UI change (Jul 19, 2022). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. Navigation improvements affect every page — measure downstream engagement and conversion to understand the full impact.
How to Apply This to Your Site
This experiment demonstrated that home landing: cta button optimization can improve conversions. The test was run on a landing page page in the travel industry.
Before you test: Consider that navigation tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
I believe just a/b tested infinite scrolling and rolled it out. Sometime this year they evolved their homepage to include specific property listings. As these property tiles appeared, a month ago I also managed to capture a screenshot of two versions of their homepage: one with 40 results per page that would load more listings with a "Show More" button; and another version with an endless or infinite scroll.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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