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 can't quickly find relevant products or content on the home landing, leading to frustration and early exits.
What worked: implemented this UI change (Apr 8, 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
It's now clear that Booking ran somewhat of a larger leap experiment of two very diverse search layouts on their Apartments landing page. I'm glad we discovered this one as we now know for sure their awesome team doesn't only run microscopic single change experiments.
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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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.