Make Your Content Useful:How a simple UI change created 74% more page views

Test Design

Experiment ID: Car & Driver Car Buyer’s Guide Test Test Protocol Number: TP10068

Company Information: A publishing company focused on cars

Research Question: Which car buyer’s widget will produce the buyer’s guide page views?

Experiment Hypothesis: By making the widget a functional search tool rather than a collection of links, the treatment widget will drive more page views on the Buyer’s Guide.

Experiment Goal: To increase “Buyer’s Guide” page views

Experiment: Control

Experiment: Treatment

Banner position changed from right to left.

Experiment: Side by Side

Control Treatment

Treatments Page Views Relative Difference

Control 45,668 -Treatment 79,308 74%

Relative increase in page views74%The optimized version increased page view rate by 74%.

Experiment: Results

What You Need to Understand: By making very slight changes to the banner (color, case, layout, and position) and by increasing the participation factor, we were able to generate a dramatic lift.

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Experiment: Long Term Results

Due, in part, to this test, the dropdown widget approach has been iterated upon and optimized to this day.