B NO The B Variation & Its Eﬀects We believe that search is a kind of gradual engagement. Visitors who search stay on a site longer and G VE ood MB U ER I D ISS ATA UE STO (# RI 7) ES SA MP LE 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