Enhancing User Experience: A/B Testing Homepages at Grubhub
At Grubhub, the pursuit of continuous improvement led to a focus on refining the user experience. The homepage, being the initial point of interaction for users, held significant potential for optimization. The objective was clear: create a homepage that not only attracted users but also facilitated seamless food ordering.
Challenge Description
Setting the Stage: The Pursuit of Improvement
Grubhub embarked on a series of A/B testing initiatives, each involving the creation of different homepage variants. These variants were designed to test various hypotheses and gather valuable user insights.
Challenge Description
Crafting Purposeful Variants
Each variant was meticulously crafted to serve a specific purpose. Some variants highlighted featured restaurants, while others emphasized personalized recommendations. This phase represented a journey of experimentation where creativity met data-driven precision.
Challenge Description
Analyzing User Engagement and Conversion
The focus of our journey was on user engagement and conversion. Through thorough A/B testing, we closely examined user behavior, determining which homepage variants led to higher engagement rates and increased conversions.
Challenge Description
Improved Homepage Design
The culmination of our efforts resulted in an improved homepage design. A/B testing helped us identify the variant that resonated most with users, delivering higher engagement and conversion rates. This optimized homepage became Grubhub's new face, delighting users and contributing to business growth.
Challenge Description
In this comprehensive case study, we've seen how Grubhub utilized A/B testing to enhance its homepage and elevate the user experience. Through iterative refinement and data-driven decisions, the platform not only improved user engagement but also achieved business growth. This case study underscores the significance of continuous improvement and user-centric design in the dynamic landscape of digital experiences.

This thorough case study showcases Grubhub's journey of A/B testing to enhance the user experience and drive growth. It highlights how data-driven decisions and design refinement led to an improved homepage, benefiting both users and the leading food delivery platform.