Home landing: Navigation 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: Users arriving at the home landing can't efficiently find what they're looking for, increasing bounce rates.
What worked: implemented this UI change (Jul 18, 2019). 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: navigation 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
Perhaps it's no surprise that when people wish to book a getaway, expressing a location is of higher importance than anything else. Interestingly, this has been confirmed in a recent Booking experiment which tested the position of various elements on their homepage. The A/B test, along with its implementation decision, revealed that shifting the location tiles higher up seems to have performed better.
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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