Home landing: UX Pattern 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: Multi-step processes on the home landing can overwhelm users if they can't see how far along they are or how much is left.
What worked: implemented this UI change (Sep 17, 2020). 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: ux pattern optimization can improve conversions. The test was run on a landing page page in the travel industry.
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
I love how balances formal controlled experiments (containing single isolated changes) with more exploratory ones such as on this one here. They just completed a creative homepage experiment where they tested multiple variations with multiple changes of which I will show a selected few for simplification.
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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