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: Visual elements on the listing aren't doing enough to communicate value, build trust, or guide users toward the next step.
What worked: implemented this UI change (Jun 28, 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 listing: listing page can improve conversions. The test was run on a category 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
It looks like just discovered a better placement for the "heart icon" that allows users to save properties to custom lists. Instead of placing the icon directly over property thumbnails (as in the control), it was A/B tested with a rightmost position of a wide listing - and eventually implemented.
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
Checkout: Multiple Steps
Problem: Friction during the checkout process causes users to abandon right when they're closest to converting.
Product: Welcome Mat - Partial
Context: Capturing visitor attention on the product with modals or overlays is a balance between engagement and annoyance.
Content Page: Maybe Later on Content Page
Context: Key actions on the content page disappear as users scroll, creating a gap between intent and the ability to act.
Product: Least Or Most Expensive First
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.