Listing: Listing Page
Hypothesis
If we test a similar change on our listing pages as tested, then our conversion metric will likely improve based on their implementation decision.
Test Results
Key Learning
Problem: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
What worked: implemented this UI change (Sep 7, 2021). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. Navigation improvements affect every page — measure downstream engagement and conversion to understand the full impact.
How to Apply This to Your Site
This experiment demonstrated that listing: listing page can improve conversions. The test was run on a category page page in the travel industry.
Before you test: Consider that navigation 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
Here is a filter experiment I managed to detect on 's listing pages a few months ago. At the outset it looks like was simply trying to add more filter options, but in reality there are at least three changes confounded together. If we break these changes up into individual patterns we might learn that some of them might be better than others. Perhaps this combination or interaction of both negative and positive changes could be an explanation as to why it looks like the variation was eventually rejected.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Listing: Instant Filter Results
Context: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
Product: Exposed Menu Options
Problem: How prices are displayed on the product directly influences perceived value and willingness to buy.
Listing: Multiple Steps
Problem: Multi-step processes on the listing can overwhelm users if they can't see how far along they are or how much is left.
Product: Open In A New Tab
Context: Users arriving at the product can't efficiently find what they're looking for, increasing bounce rates.