# Redesigned Find a Community page with photo: +3.92% searches

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Hero image, Video, Testimonials
- Test run by: [Fathom](https://liftarchive.com/practitioners/fathom/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/brookdale-living/
- Page: https://liftarchive.com/test/brookdale-find-community-page-image-vs-video/

A redesigned Find a Community page with a photo of a resident raised community searches by 3.92% over Brookdale Senior Living's bare original, beating a version with a testimonial video, which managed 0.85%. The agency Fathom ran the test for Brookdale, published as a VWO case study. The redesign changed many elements at once, so the lift can't be credited to the photo alone.

## Result

**+3.92% searches**

- Find a Community searches: +3.92% for the photo version over the original, at 99.99% confidence.
- The video version rose only 0.85% over the original. That is the one fair comparison of photo vs video, since everything else was the same.
- Fathom estimated the photo version's lift at about $106,000 in extra monthly revenue. That is a projection, not measured revenue.

## Control

A bare-bones Find a Community search page, with no imagery, testimonials or selling points.

## Variant

A redesigned page with explanatory copy, testimonials, credibility logos and bullet points on what sets Brookdale apart. One version used a photo of a resident; the other swapped the photo for a 2-minute video of residents sharing their experiences.

## Why it likely won (our reading)

- Brookdale was already a well-known brand. Many visitors arrived ready to search, and a video may have slowed them down.
- The video raised specific topics like food and staff, which may have sent some visitors off to compare competitors.
- A 2-minute video is heavy on slower home connections, which the source suggests many of this audience had.
- The redesign itself, with testimonials, logos and clearer copy, probably drove much of the lift over the bare original.

## Caveats

This was a bundled redesign plus a photo-vs-video split, so the 3.92% lift reflects many changes together. It ran for 2 months on over 30,000 visitors; the revenue figure is an estimate.

## How to run this test

- Hypothesis: If we use a static photo instead of a testimonial video on our search or lead page, then more visitors will start a search, because the page loads faster and keeps attention on the form.
- Primary metric: Searches or form starts from the page
- Guardrail: Leads submitted
- Guardrail: Page load time
- Guardrail: Video plays (if kept)
- Who should test it: Lead-gen sites for known brands where visitors arrive with clear intent, such as senior living or local services. A video may do better if your brand is unknown and visitors need convincing.

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Credit: Fathom ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/brookdale-find-community-page-image-vs-video/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.