David Petherick — LinkedIn Profile Doctor

Which version do you think would receive the highest number of clicks to the bundle page? Pretty sure 99% of people would guess that the "Control" version would get more than the "Variant" version. But a recent test showed the exact opposite, and the variant increased clicks by 130%! Here's why we think this was the case: After an in-depth nav analysis, our analytics team found it odd that the super-visible promo block on the mobile's navigation menu wasn't getting a lot of clicks compared to the rest of the links. We hypothesized that Banner Blindness was at play. (Banner blindness is when an element is so visible that people subconsciously end up not seeing it) We decided to run an A/B test where we tested the original, versus making the Shop bundles link visually the same as the other links. Boring, I know. Counter-intuitive? Definitely! The results were striking -> the boring, link-only version got 130% more clicks! People were, indeed, ignoring the big button and call-out in the Control. This is why testing is key - and why best practices don't always work. What's "obvious" isn't always what ends up working.