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Remove distractions · PropertyGuru
Targeted layout experiments beat full-page redesigns on high-traffic guide pages
Try it when: Ads or banners sit above the fold.
Result
+69%
CTR on the winning test
The situation
PropertyGuru runs high-traffic guide pages with an ad above the fold, and wanted to know which layout changes actually moved click-through.
What they changed
- Removed the top ad above the fold.
- Ran it as a targeted experiment across 10 guide pages.
- Compared it with broader page cleanups.
What happened
Removing the top ad increased CTR by as much as 69%. Broader cleanup often hurt performance.
Run it on your site
- 1Pick a set of high-traffic pages that share a layout.
- 2Test one targeted change, like removing a single element, instead of a redesign.
- 3Run it across several pages and compare the results.
Watch out
Bigger cleanups often lost here. Change one thing at a time.
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