Home landing: Search UX Enhancement
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 (May 15, 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: search ux enhancement 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
I've been watching this Booking experiment closely ever since sharing a very similar concept some months ago. Their homepage was openly challenged with the UI hypothesis of exposing a "room quantity" field right in the search bar (instead of hiding it in a pulldown menu). And their team took the initiative to run a test. Based on the observed outcome and roll out decision it turns out that the UI concept was better than their control.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Listing: Icon Labels
Problem: Visual elements on the listing aren't doing enough to communicate value, build trust, or guide users toward the next step.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Checkout: Fewer Form Fields
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.