Homepage: Homepage Use Case
Hypothesis
A first test could be just the pathways but no actual changes to the grid (or minor changes) in order to test as an MVP and see if users engage. Follow up experiments couple include adding/removing certain filters or plans from the next step to ensure the plans shown are most relevant as well as additional headline and copy changes for that audience. Category analysis - this is done on competitor sites for apt/home and on comparison sites for multiple use cases. *Zip code:* 77024, 77080 *Address*: 30 mott ln
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: A first test could be just the pathways but no actual changes to the grid (or minor changes) in order to test as an MVP and see if users engage. Follow up experiments couple include adding/removing certain filters or plans from the next step to ensure the plans shown are most relevant as well as additional headline and copy changes for that audience. Category analysis - this is done on competitor sites for apt/home and on comparison sites for multiple use cases. *Zip code:* 77024, 77080 *Address*: 30 mott ln (+10.4% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. 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: homepage use case can produce a +10.4% improvement in conversions. The test was run on a homepage page in the energy & utilities industry. With 2,694 visitors in the sample, this is a robust result.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. This test ran for 29 days — plan for at least that long.
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
A first test could be just the pathways but no actual changes to the grid (or minor changes) in order to test as an MVP and see if users engage. Follow up experiments couple include adding/removing certain filters or plans from the next step to ensure the plans shown are most relevant as well as additional headline and copy changes for that audience. Category analysis - this is done on competitor sites for apt/home and on comparison sites for multiple use cases. *Zip code:* 77024, 77080 *Address*: 30 mott ln
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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