Home landing: UX Pattern Optimization
Hypothesis
If we test a similar change on our home landing pages as rejected, we should be cautious
Test Results
Key Learning
Problem: How "Ux pattern optimization" is implemented on the home landing can meaningfully affect conversion — this element is worth testing.
What was tried: rejected this UI change (Oct 25, 2023). Rejection suggests the change underperformed the control
Why it failed: The control was closer to optimal for this audience. Test more conservative variations next time.
How to Apply This to Your Site
This test showed that home landing: ux pattern optimization hurt conversions. The change was tested on a landing page page in the travel industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
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
Booking ran a very prominent header experiment on their homepage. In this experiment they directed more traffic towards a dedicated deals page.
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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