Do small changes make a big difference? In the world of landing page testing, they certainly can. A few weeks ago, Youtube ran one of the largest multivariate experiments ever: a 1,024 recipe experiment on 100% of our US-English homepage.
Utilizing Google Website Optimizer, they made small changes to three sections on their homepage (see below), with the goal of increasing the number of people who signed up for an account. The results were impressive: the new page performed 15.7% better than the original, resulting in thousands more sign-ups and personalized views to the homepage every day.
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