Search · Experimentation
YP — Search Results
Iterating on one of the web's highest-traffic results pages through live A/B testing.
- Company
- YP (now Thryv)
- Role
- Primary Designer, UX & UI
- Platform
- Web, ~80M visits / month
- Team
- Product, engineering and analytics
Yellow Pages' search results page sees around 80 million visits a month, but traffic had declined steadily over the prior year. The goal: redesign the listings to lift engagement and overall traffic.
We released the new design to 20% of traffic across three regions, reviewed the metrics, and iterated. Each iteration ran against three test buckets and one control.
One finding surprised us: bold phone numbers worked too well. Users got what they needed straight from the results, so clicks fell and bounce rate rose — a reminder that the right metric matters as much as the design.
An “Ad” pill in the bottom-right corner performed best and was rolled out to all traffic shortly after the test.