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: How "Ux pattern optimization" is implemented on the home landing can meaningfully affect conversion — this element is worth testing.
What worked: implemented this UI change (Oct 28, 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: 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 was glad to detect this carousel experiment that Booking recently ran on their homepage because we've already seen similar experiments fail in the past. Instead of showing 5 location tiles, they tested a version that only showed 3 tiles at a time with an ability to slide for more - a carousel. It wasn't the automatic slider type that would unleash the wrath of Karl Gilis, but it was a user-invoked slider nevertheless.
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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