SEO & Analytics
A/B SEO Test Case
Analysis of an A/B test evaluating a homepage redesign on desktop traffic, measuring CTR, scroll depth, and engagement across key page elements.
Overall CTR Comparison
For most common page elements, the Test page showed higher CTRs. The Test page is more streamlined and requires less scrolling, which may encourage higher click-through rates.
Interaction Index per Page View
The Interaction Index per Page View is higher for Control (3.7) than Test (3.5). However, Control contains more clickable elements, so this metric alone does not determine which experience is more successful.
Header CTR
The header CTR is higher on Control (2.2%) than Test (1.7%). The Test page shows three content tiles above the fold that compete with the header for visitor attention.
Content Links CTR
The Test page shows a higher CTR on content links (1.3%) despite having only 3 links vs. 8 on Control. Nearly 80% of Control visitors dropped before scrolling past the 25% mark.
Popular Resources CTR
CTRs on Popular Resources are consistently higher on Test (13.5% vs 6.6%). The Test page uses different icons, color scheme, and CTAs, making it difficult to isolate which change drove the improvement.
CTA Language Comparison
Test CTAs use more active, user-friendly language (e.g. 'Get Support' vs. 'Support', 'Shop Products' vs. 'See Products') and show higher CTRs on most links.
Footer Link CTRs
CTRs on footer links are similar across Control and Test (both 1.6% total). A shorter page alone is not enough to drive higher footer CTRs.
Search Function CTR
The Search box on Test shows a higher CTR (4.7%) than Control (4.3%). The Test page is styled as a hub page, encouraging visitors to explore other sections of the site.
Mega Menu CTR
The Mega Menu on Test shows a significantly higher CTR (30.1% vs 28.5%). This finding is significant at a 95% confidence level. The Test hub page design encourages broader site navigation.