B The B Variation & Its Effects

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The B Variation & Its Effects
We believe that search is a kind of gradual engagement. Visitors who search stay on a site longer and
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become more familiar with the site, which makes them better qualified to hear the pitch. Variation B
replaced the entire home page with a large background image of a happy couple and overlaid a larger,
more clickable search as the central action.
Hypothesis: If we entice more people to engage with the site by doing a search, it will increase sign-up rate.
PAGE1: Homepage
Curiosity
Central
Layout
Full Screen
Photo
Exposing
Options
+10%
Signups
Bigger Click
Areas
+12%
Searches
Smart
Defaults
The Control
PAGE2: Search Results
Unchanged
Same As Control
Changes That We Think Have Contributed To The Effect
w w.g14o dui.org/#14 Exposing Options
idea
Options such as “Man” or “Woman” were exposed to decrease effort to find / select.
w w.38go dui.org/#38 Bigger Click Areas
idea
Made it easier to select a choice with a larger input field.
w w49
.go dui.org/#49 Curiosity
idea
Headline of “See Who’s Looking” is speaking to curiosity.
w w.28go dui.org/#28 Smart Defaults
idea
Defaulted region to Auckland, and age range to 30-45 due to highest popularity.
Central Layout
The layout was very central and focused to the primary call to action.
Full Screen Photo
The background image changed to a full screen one.
FINDING
Visitors Who Searched Were More Likely To Signup
We tested the effect that search has on sign-up rate. Replacing the entire page with a more
prominent and usable search box (Variation B) increased searches from the homepage by +12%
and decreased signups on the home page by -26%. However, it increased overall signups by
+10%. This strongly links searching to increased sign-ups.
FOR THE COMPLETE STORY OF HOW +21% SIGNUPS WERE ACHIEVED WITH 3 MORE VARIATIONS GET ISSUE 7 AT:
WWW.GOODUI.ORG/DATASTORIES