Description / Hypothesis
Launching a newly redesigned hero section on destination landing pages. Our hypothesis is that the improved design will increase conversion rates. This test will run on the remaining landing pages--Riviera Maya, Orlando, Las Vegas, Mexico Golf Vacations, Oahu, and NYC.
Post-Mortem Analysis
Key Learnings
Control CVR: 18.32%
Variant CVR: 18.48%
Lift: +0.9%
Stat sig? NO — 58% confidence
There were mixed results in this test, with performance varying on a page by page basis. However, this experiment was more of a safety measure to supplement the previously successful experiments 876 and 876a. As long as conversion rate didn’t tank (which it did not), this landing page hero redesign can be safely submitted for implementation.
Implementation Decisions
Implement new page design on all landing pages.