Smart Mobile Search Redesign Drives 68.8% More Conversions

Highlights

The Client's complex interface was particularly problematic for their growing mobile user base trying to filter through thousands of home designs. Our team implemented an AB test on their main search form, simplifying the mobile search experience while adding quick-filtering options. The new interface maintained all core functionality while dramatically improving usability.

Key achievements:

• Conversion rate jumped from 0.12% to 0.20% (68.8% increase)
• Revenue grew by 51.2%

The Challenge ⚡️

Their extensive catalog of premium house plans presented a significant conversion challenge on their mobile homepage. We focused on optimizing the search form by adding a prominent "House Plans by Style" tab, introducing clearer conversion-focused language like "Find the Perfect House Plan," and removing unnecessary complexity by eliminating the square footage filter. These strategic homepage adjustments directly addressed key user friction points on mobile devices.

Our Solution 📈

We transformed the homepage search experience while preserving all critical functionality. Our implementation focused specifically on:

• Replacing the 'Advanced' tab with a "House Plans by Style" tab based on user research
• Introducing clear conversion-focused language with "Find the Perfect House Plan"
• Removing the unnecessary square footage filter to reduce complexity

The Results 🎯

Reality Check

These results show strong improvement, but let's keep it real. While our test showed a 68.8% conversion lift, long-term performance typically settles at more moderate levels. What matters most is that the new design significantly outperformed the control with 95% confidence. Could we have run the test longer for more precise numbers? Yes, but the clear statistical win and positive user behavior signals made it smarter to move forward and start capturing value.

Why It Worked

The winning version was better for 3 reasons:

1. Reduced Cognitive Load: Users strongly preferred the simplified interface with fewer elements. By removing the square footage slider and streamlining the mobile experience, we reduced cognitive load and eliminated analysis paralysis. This proved that less complexity directly leads to more conversions on mobile devices.
2. Benefit-Focused Language Converts: Changing to "Find the Perfect House Plan" created an emotional connection with users by emphasizing the outcome rather than the process. This benefit-focused headline resonated with users' desires and aspirations.
3. Categorization Over Customization: Replacing "Advanced" with "House Plans by Style" shifted from a technical, intimidating approach to a more intuitive, inspirational browsing experience. This leveraged users' natural preference for exploring by visual categories rather than technical specifications.

Let's Talk 💬

Ready to unlock similar conversion gains for your mobile experience? Let's analyze your current setup and identify opportunities for data-driven optimization.

Appendix: Detailed Test Parameters and Statistical Analysis

Test Parameters

Statistical Analysis