How I Increased Revenue By 1% With a Small Design Change

Low impact design changes can yield significant returns

My work isn’t always Dribbble worthy. It’s beyond wireframes and beautiful visuals. It involves being able to meet business and organization goals, all while sustaining a great user experience.

The Challenge

Recently, I made a simple change to a component for a Native Ad unit, which to most people could be seen as a very small design iteration. Since this design iteration is considered revenue impacting, I decided to A/B this design change.

The Experiment

Every good A/B test starts with a conversion goal and identifying the problem.

The conversion goal I decided to affect was Engagement, which in this case would be the number of times the Native Ad unit captured a swipe gesture.

Now that I’ve decided on the conversion goal, I started to study the current user behavior, patterns, and data around the current engagement around the Native Ad unit to draw out a hypothesis:

If I create more affordance for the user to swipe the carousel, then Engagement should increase.
Afford the user the visual cue to engage with the Native Ad Carousel

Results

This design change may seem small and possibly a waste of time. However, the data speaks otherwise.

By affording the user the ability to see the next item in the carousel more easily, Engagement increased by 0.04%.

I know what you’re thinking — “That’s it? Come back to me when you have a hockey stick growth.”

But its not always about hockey stick growth. Make enough of these low impact, high yield design changes can help you move the needle in the direction you need without a huge amount of work.

This small but significant design change created an increase in engagement now yields the company an increase in Annual Revenue by 1%.

Summary

  • Engagement increased by 0.04%
  • Annual Revenue increased by 1%
  • Low impact design solutions can yield significant returns

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