Houzz Pro - AB Test

As the Senior Marketing Designer at Houzz I owned the UI/UX for all Houzz Pro landing pages. My goal was to drive free trial sign-ups and get new logos for the business.

AB TEST: I spearheaded the initiative to launch a video on the hero of the Houzz Pro landing page. This video was an AB test. The control was a carousel of still imagery of Houzz Pro professionals doing work. The variable was a video of the Houzz Pro product in use with the most popular features.

Design Rationale: My rationale was that users coming to Houzz Pro want to see the product in use, in real time. Creating a non-audio video to auto-play on a loop in the hero gives an opportunity to showcase multiple key features without losing interest.

Outcome: 6% increase in sign up rates and a 2% decrease in free trial cancellation rates within just the first two weeks.

KPIs: account creations, free trial starts, cancellations

Team: Mor Ofir Project Manager, KimChi Tyler Chen Video Manager, Nick Klein Video Producer, Anna Dabney Engineering

My Role: Art direction, UX design on desktop and mobile