Home landing: Layout 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 (Apr 22, 2019). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. Layout wins often unlock further opportunities — isolate which specific element drove the lift for even larger gains.
How to Apply This to Your Site
This experiment demonstrated that home landing: layout 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
This leaked experiment captures a very simple and isolated change on Booking's apartment landing page. The tested change was the automatic exposure of the calendar menu instead of keeping it collapsed (requiring an extra click to open the date picker). A few weeks later, the experiment was observed to have been completed with the exposed calendar version (B) as implemented.
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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