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 (Oct 1, 2021). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. Use this win as a foundation for further iteration on adjacent elements.
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 layout 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
It looks like once again ran an exciting experiment where they sought a better way to let customers explore property listings. I managed to detect an a/b test with changes to the homepage button which then spilled over into more changes on the listing page. I'll also admit that I am not 100% sure whether this was one bigger experiment on both pages or two separate ones. Either way, here are some of the particular differences I found really interesting ...
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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