build a better home page strategy: how multiple objectives on a homepage increased clickthrough 52%
TRANSCRIPT
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Build A Better Home Page StrategyHow multiple objectives on a homepage increased clickthrough to a single page by 52%
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Experiment: Background
Experiment ID: ProtectedTest Protocol Number: TP11008
Company Information: An addiction treatment and recovery services company
Research Question: Which homepage strategy will increase clickthrough to the “find a treatment” page?
Experiment Hypothesis: By developing multiple CTAs and separate pages for the multiple customer personas coming to the homepage, the treatment homepage will ultimately increase clickthrough to the “find a treatment” page.
Experiment Goal: To increase clickthrough to the “find a treatment” page.
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Experiment: Control Homepage Strategy
Step 1: Homepage (Single CTA)
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Step 1: Homepage (Single CTA)
Experiment: Control Homepage Strategy
Step 2: Find a Treatment Page
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Step 1: Homepage (Multi CTA)
Experiment: Treatment Homepage Strategy
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Step 1: Homepage (Multi CTA)
Experiment: Treatment Homepage Strategy
Step 2: Interstitial Content Pages
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Step 1: Homepage (Multi CTA)
Experiment: Treatment Homepage Strategy
Step 2: Interstitial Content Pages Step 3: Find a Treatment Page
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Experiment: Side-by-side
Step 2: Interstitial Content Pages Step 3: Find a Treatment PageStep 1: Homepage (Multi CTA)
Step 2: Find a Treatment PageStep 1: Homepage (Single CTA)
Control
Treatment
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Treatments Clickthrough Rate Relative Difference
Single CTA Strategy 18.11% -Multiple CTA Strategy 27.49% 51.77%
Relative increase in clickthrough52%The optimized version increased clickthrough rate to the “find a treatment” page by 51.77%.
Experiment: Results