Description / Hypothesis
Eliminating unused elements above and near the fold on mobile devices and focusing instead on features important to the user will enhance this top landing page's UX and lead to more searches, and more conversions.
Variations
Post-Mortem Analysis
Key Learnings
Control CVR: 2.67%
Variant CVR: 2.86%
Lift: +7.2%
Stat Sig? NO — 73% confidence
Control Search Rate: 61.40%
Variant Search Rate: 64.63%
Lift: +5.3%
Stat sig? YES — 100% confidence
Implementation Decisions
With this test taking place at the top of the buyer offer conversion funnel, the primary KPI was never conversion rate, but rather the rate of users who initiated a search. This test improved search rate by a statistically significant degree, while improvements in CVR were not stat sig but directionally positive. We can catalogue this test as a win and discuss best implementation strategies.