The user interface displays very few event options at once as a user navigates on their mobile device. The user is required to engage by scrolling horizontally or vertically to see more than the initial two events.
Out of 14 user testers on Seatgeek’s homepage, 7 selected an event from their trending list organized into 3 down columns. When asked what they found helpful about the home screen, 7 mentioned the trending list specifically.
“I liked that it was in the highlights (trending columns). That indicates to me that it will be really fun.”
If we increase the density of information to display more options at a given time, the user will be more likely to see an event that interests them. This should therefore increase conversion. Adding rank to the popular events increases their unique value and reduces a user’s cognitive load.
262,781 users viewed the test variant, 40,366 clicked a popular event
Conversion +.07%
Popular Event Engagement +2.79%
