Houzz

1Houzz's A/B tests on onboarding and paid traffic

• Houzz split one contact form into three single-field screens and conversion rose. Houzz replaced a single contact form in app onboarding with three screens: name, then email, then phone number. The multi-screen version lifted conversion by more than 15%, even though it needed more clicks.

  It was tested against the earlier single-form design. Houzz's stated reasoning was to "reduce cognitive load by breaking down the information entry process, despite the increase in clicks required to complete the form." The takeaway is to judge onboarding by how hard each screen feels, not by total click count, and to test the extra-step version rather than assuming fewer screens wins.

  

  abtest.design

• Houzz built a stripped-down paid landing page around 3D floor plans. Paid traffic converted worse than other traffic, so Houzz made a landing page focused only on 3D floor plans, with no headers or additional information. Free trial starts rose 5%.

  The page was meant to match the narrow intent of users who clicked an ad about that feature, rather than sending them to a general page that suits browsing organic visitors. Houzz described the change as "removing all distractions like headers and additional information" to "better align with the intent of paid users and improve conversions." The sources report one combined variant, so the effect of the single-feature focus cannot be separated from the removal of headers and extra content.

  

  abtest.design