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Experiment · exp-003 · A/B · client-side · Homepage
Homepage hero banner copy
↩Rolled back
Growth · DIP · 2025-09-01 – 2025-09-15 · 14 days · julia.braun@mobile.de
What it was
The homepage hero banner had carried the same generic headline ("Deutschlands größter Fahrzeugmarkt") for three years. The DIP Growth team hypothesised that emotionally resonant copy focused on the buyer's outcome — finding the right car, not the size of the marketplace — would increase entry into the search funnel. We tested a new headline ("Ihr nächstes Auto wartet. Finden Sie es jetzt.") against the control on 50% of unauthenticated homepage sessions.
What we learned
Learning
The outcome-led headline reduced lead form starts by 1.2% (CI: -2.8% to -0.1%, reliability 0.91) and search funnel entry rate by 0.9%. Post-hoc analysis suggests the copy set an outcome expectation ("find your next car now") that the homepage experience did not immediately deliver — users arrived at a search bar with no pre-filled intent signals, creating a mismatch. Session depth was flat. Rolled back. Hypothesis is not wrong but the entry point is wrong — the copy may work better as a re-engagement email subject line or on a landing page with pre-filled search criteria.
julia.braun@mobile.de · 2025-09-20 · current
TouchpointHomepage