OVERVIEW
Optimizing homepage hero for maximum engagement. Hero image and copy testing.
CHALLENGE
Refresh the homepage hero visuals and copy to increase engagement.
About every six months at Alaska Airlines, I partnered with the experimentation team to design and run visual and copy tests. We evaluated which imagery and tone resonated most with customers and drove engagement. The homepage hero directed traffic to the Alaska Airlines deals page, with multiple iterations tested and the top-performing concepts ultimately implemented.
RESULTS
Positive impact on Revenue bookings conversion rate.
A/B test with Control: Kayak image, Variant 1: Infinity pool image, Variant 2: San Francisco image, Variant 3: Cathedral image.
Testing from April 25 - June 25, 2025 resulted in Variant 2 (San Francisco) showing positive impact on Revenue bookings conversion rate (+1%) from all shopping flows. Est. 2025 flown revenue: $337K during testing period.
Product decision: Control (Kayak) remained in prod but wanted explore further testing. To test the winning variant on the new homepage design as well as test variants representing other cities in the Alaska Airlines network.