Case Study: Home 24
There are lots of little details to manage in any project, and experimentation is no different. One little, but important, detail you’ll want to manage well is your snippet. These few lines of code do a lot of heavy lifting--they determine what pages snag data for each experiment you’re running, and their correct or incorrect implementation can be the difference between getting the information you need and having that data drift off uselessly into the void of the Internet.
Home 24, Europe’s largest online furniture store, is entirely web-based. Like any other web-based company, they need to ensure their website is functioning in a way that will best serve their customers and make it easier for them to find what they want, when they want it. So, when they began experimenting, one of the first places they looked at was their virtual “front yard:” their homepage. When they examined their analytics, they found that visitors who used the navigation menu and the search bar were more likely to convert.
With this information in hand, they decided that they’d focus their experimentation on these two important components. They hypothesized that a more streamlined homepage with a lighter color scheme and simplified menu would drive greater engagement.
In order to collect data about the way visitors are using the search bar in an experiment, Home 24 would have confirmed that the snippet was implemented on every page on their website before they began experimenting. This will help ensure that, no matter what they want to track, that data will be collected during their experiments.
Home 24 learned that, for their customers, less is more. Streamlining the homepage allowed their visitors to focus on their objectives when visiting the website. Gathering the data from across your website in an experiment by putting the snippet on every page in your website will not only save time later on, but it will allow you to learn even more from your experiments.