Auction Technology Group - The-saleroom.com Homepage Search Panel Redesign

Hypothesis - The-saleroom.com is working towards a more consumer friendly website with a rebranding exercise. Beginning with testing the search panel they can learn what works for new and existing users. The current search panel takes up a lot of real estate on the page, lacks inspirational imagery and is not welcoming. The expectation is that the new design, which rotates randomly through different images & personalizes the welcome message, will increase the number of site searches and be more inspirational.

Control

Variation

Results

  • +52% uplift in search panel engagement
  • +1.12% uplift in customers registering to bid at auction
  • +14.9% uplift on engagement with the sponsored auction banner
  • The popular searches shortcut shows 'Rolex' and 'coins' to be most popular

Learnings

An extremely successful test which drove customers to higher engagement levels and auction registrations. The uplift on the Sponsored Auctions banner is enough to benefit from increased revenue by raising the price point of a banner in this spot. Popular searched shortcuts were popular for recurrant collectors who use the website.