Home landing: Headline & Copy Test
Hypothesis
If we test a similar change on our home landing pages as rejected, we should be cautious
Test Results
Key Learning
Problem: The headline on the home landing may not resonate with what users actually care about or address their top objections.
What was tried: rejected this UI change (Apr 20, 2021). Rejection suggests the change underperformed the control
Why it failed: The control was closer to optimal for this audience. Test more conservative variations next time.
How to Apply This to Your Site
This test showed that home landing: headline & copy test hurt conversions. The change was tested on a landing page page in the travel industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that form 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
just completed an interesting experiment on their Become A Host landing page. They replaced a simple headline with a more dynamic natural language form that provided a sense of how much money someone could make from hosting their place.
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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