Homepage: Full Homepage Redesign (Split URL)
Hypothesis
A complete homepage redesign emphasizing SEO best practices and addressing heatmap-identified friction points will improve the visitor-to-trial conversion rate.
Test Results
Key Learning
Problem: The headline on the homepage may not resonate with what users actually care about or address their top objections.
What worked: Full redesigns can be tested scientifically via split URL tests. Even a radical change can be validated before full rollout. Heatmaps are the right pre-test research tool for homepage redesigns. (+45.0% lift)
Takeaway: This is a significant win worth prioritizing for implementation. Layout wins often unlock further opportunities — isolate which specific element drove the lift for even larger gains.
How to Apply This to Your Site
This experiment demonstrated that homepage: full homepage redesign (split url) can produce a +45.0% improvement in conversions. The test was run on a homepage page in the cross-industry 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.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
HubStaff used heatmap analysis to identify friction on their homepage, then ran a split URL test against a fully redesigned page. The redesign focused on reducing friction and clarifying the value proposition. Primary metric: visitor-to-trial conversions.
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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