build a better home page strategy: how multiple objectives on a homepage increased clickthrough 52%

Build A Better Home Page StrategyHow multiple objectives on a homepage increased clickthrough to a single page by 52%

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.

Experiment: Control Homepage Strategy

Step 1: Homepage (Single CTA)

Step 1: Homepage (Single CTA)

Experiment: Control Homepage Strategy

Step 2: Find a Treatment Page

Step 1: Homepage (Multi CTA)

Experiment: Treatment Homepage Strategy

Step 1: Homepage (Multi CTA)

Experiment: Treatment Homepage Strategy

Step 2: Interstitial Content Pages

Step 1: Homepage (Multi CTA)

Experiment: Treatment Homepage Strategy

Step 2: Interstitial Content Pages Step 3: Find a Treatment Page

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

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