Home landing: Navigation Structure Test
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 30, 2019). 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: navigation structure test can improve conversions. The test was run on a landing page page in the travel industry.
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
It seems like Booking just completed running an experiment that is very similar to a recent one from Google. The experiment evaluated icons with labels in the top navigation against a control version with labels only.
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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