Thomas Cook - Homepage Left Hand Search Panel

Hypothesis - By moving the search panel from the centre of the hero to the left hand side of the hero, it will give the merchandise messaging more visibile space. This should drive higher engagement with the merch and improve sales of the highlighted holidays. Progression to the search results page and overall conversion should not be negatively affected.

Control

left hand search panel test on Desktop - Control

Variation

left hand search panel test on Desktop - Variation

Results

  • +0.4% uplift in progression to the search results page
  • -0.95% downlift on search panel engagement
  • +14.45% uplift on engagement with the hero merchandise messaging
  • -0.4% downlift on overall conversion (not statisically significant)

Learnings

Initially tested on a lower-traffic landing page (not the homepage), there was some minor negative impact on engagement with the search panel itself. However, it became clear that users were noticing the hero messages more and the offers enticed customers to progress to the next step in the funnel.