HPE · UX Designer · 2020
The same pattern again, this time across a whole page: unrelated marketing cut, the family-guide PDF folded into the tabs.
Product clicks and CTA engagement, against the unchanged page.
46.22%
rate lift
99.93%
confidence
+22%
scroll reach
A/B test · 50/50 split · 19 Nov 2020 – 23 Mar 2021
Context
This represented the first full-page redesign opportunity. The team initially planned three A/B test variants focusing on either content or software emphasis. Discussion evolved toward extracting PDF information while removing products, ultimately settling on tabbed content organization across all breakpoints.
The mess
Before the test, on the page as it stood.
57%
scrolled past the first section
9%
reached the portfolio module
Click analytics · hpe.com/us/en/servers/server-options · Sep – Dec 2020
The original page lacked clear focus with disconnected information and a low-performing PDF banner. The portfolio section appeared mid-page while another module sat at the bottom.
Analysis revealed 'HPE Servers' text links received unexpectedly high clicks — pointing to the 'Server Options Family Guide' PDF. The most-clicked 'SERVER OPTION PORTFOLIO' section suggested expansion opportunity by integrating PDF content while removing lower-engagement elements.
Before 
After 
What I did
The designer extracted matching PDF information from the portfolio, integrated section images within tabs, added product option pages alongside purchase links, and restructured the performance section with cohesive visual treatment.
Evidence
The current layout of the page seems to not have a main focus and there is too much content that does not correlate with each other. This page is supposed to be a gateway for other products, it should focus mainly on those products and an easy way to get to those products. By giving the whole page a redesign and having it focus on one main topic, the users should engage more and have a better experience while trying to find information relevant to them.
A/B testing would measure product clicks and CTA engagement.
| Measure | Result | Confidence |
|---|---|---|
| Rate lift won | 46.22% | 99.93% |
| Conversion rate | 87.16% | 100% |
| Focus rate | +12.7% | — |
| Average scroll reach | +22% | — |
| Engagement score | +1.3 points | — |
A/B test · 50/50 split · 19 Nov 2020 – 23 Mar 2021 · US Server Options page
What shipped
Leadership confirmed results exceeded the initial tabbed component test, emphasizing the importance of conscious content curation for navigation ease.
Results demonstrate maintaining focused pages with condensed, clear modals improves engagement without content reduction. The designer expressed satisfaction that the tabbed approach effectiveness matched content-focus objectives.
Still open
Conduct additional page tests and recommend UX template updates.
Fewer subjects, not less content.
Purchase conversion, within a month
~10% to 32%
Method, sample and split are not published. The month is what I measured, so the month is what I claim.