Tailor AI
PropertyGuru Case Study+69% CTR by Optimizing Above-the-Fold Layout on Guide Pages
In collaboration with PropertyGuru, targeted layout experiments across 10 guide pages revealed a clear pattern: removing one high-friction element unlocked measurable CTR gains.
The Challenge
PropertyGuru's educational guides are a major entry point for home seekers. But many pages include multiple elements above the fold, including ads, banners, and navigation, before users reach the core content and primary CTA.
Room to Improve on Key Guides
Several high-traffic pages had room to improve CTR on primary CTAs.
Scaling Manual Testing Was Resource-Intensive
Scaling manual testing across thousands of pages presented a resource-intensive challenge.
Performance Had Reached a Stable Baseline
Performance had reached a stable baseline, suggesting a need for layout-specific optimization.
The Approach
Tailor and PropertyGuru collaborated on layout experiments on the Noisy Neighbours guide page to isolate which above-the-fold elements were distracting users and reducing CTA clicks.
Control (Baseline)
Large ad banner pushes content below the fold
Treatment 1: Aggressive
Removed ads, breadcrumbs, and hero image. Reduced CTR.
Treatment 2: Targeted (+69% CTR)
Removed only the top ad. Hero image and structure preserved.
Key Insight: Removing the top ad moved the hero image and content higher on the page, improving visual focus. But removing too much structure disoriented users and hurt engagement.
Results
Targeted simplification outperformed aggressive cleanup. Removing only the top ad improved visual focus without disrupting page structure that users relied on.
| Guide Page | Relative Lift |
|---|---|
| Noisy Neighbour Guide | +69% |
| Bridging Loans Guide | +43% |
| LTV Ratio Guide | +23% |
Noisy Neighbour
Bridging Loans
LTV Ratio
What PropertyGuru Learned
Targeted changes beat full-page cleanup
Removing only the top ad improved attention and flow without removing helpful context or navigation.
Strong hero imagery amplified gains
Pages with compelling hero images benefited most when the top ad was removed and the hero moved higher on the page.
Lower-performing pages had more upside
Guides starting with lower CTR generally saw larger relative improvements, indicating more addressable friction.
Aggressive removal usually backfired
In most tested pages, removing all top-of-page elements reduced CTR. Users still relied on parts of the original structure to orient and engage.
In this experiment, the most significant gains came from isolating high-friction elements rather than a full redesign
Tailor and PropertyGuru collaborated to identify a single high-friction element repeated across thousands of pages, validate it with controlled experiments, and improve engagement using existing traffic.