Our product team evaluated 13 elements of the current Yahoo search header to identify opportunities to boost engagement and optimize design and functionality of the search box. After testing various combinations, Yahoo released the new "Magical Header" that leverages these improvements and insights.
Once the Magical Header was released across Yahoo.com, users engaged more with the new search results page. Users also stayed on the page longer and clicked on more ads and algo results. They typed in +2% more searches in the search box and fewer of these searches were for alternative search engines. The abandonment rate and search engine switch rate both decreased by ~5%. The final result was a +3% increase in revenue.
Highlights of these improvements include:
The Magical Header has launched on search.yahoo.com and fully hosted YHS pages on desktop. This update should lead to higher user engagement and revenue.
Download the Magical Header case study study here.