Ali Demirbaş - Lab
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Home & Landing

Visitor-Type Blocks vs One Homepage Narrative A/B Test

Visitors with different needs may benefit from clear paths, such as individual and team use.

  • Home & landing
  • Reach rate for relevant destinations

Control vs Variant

How the blocks are arranged is the variable.

Changed
Layout
Page
Home & landing
Difference
changed

Hypothesis

Presenting those paths together can add a choice before visitors reach relevant content. This tests homepage structure: measure progress toward the same relevant goal in both arms, not clicks on cards available only in one.

How to run this test

Primary metric

Reach rate for relevant destinations

Compare visits to predefined relevant destinations per assigned visitor; where possible, determine relevance using independent information.

Other metrics

  • Overall first-action rateMake sure overall progression does not fall.
  • Return rate from a destinationTrack visitors who return from a destination; returning alone does not prove the choice was wrong.
  • Bounce rateMake sure exits caused by uncertainty do not increase.
  • Time to first actionReview time to first action alongside visits to target destinations.

What to check before and during the test

  • StructureReplace a linear introduction with fixed visitor-type cards.
  • ScopeKeep destination content, offers and the rest of the page unchanged.
  • OrderChoose the card order before launch and keep it fixed.
  • Visual balanceUse one card layout; changing emphasis is a separate comparison.
  • Traffic sourceReview routing results within acquisition sources.

Setup mistakes to avoid

  1. 1Do not change the number of cards and other page messaging together.
  2. 2Keep the number of visitor choices small and clear.
  3. 3Do not use unexplained visual emphasis that makes one path appear preferred.
  4. 4Do not shrink mobile cards until touch targets become too small.
  5. 5Do not make it difficult for visitors to switch to the right card.