6% Increase for Ancestry DNA

How we did it

Ancestry.com’s DNA landing page is regularly optimized, so a 6% gain was great news. By talking with customers, it was discovered that users didn’t know how their DNA would be tested. If they knew it was from saliva, often they were worried they wouldn’t be able to fill the test-tube. Through simply illustrating the steps needed (and how little saliva was needed) sales jumped.


  • Usability review
  • Gathered insights
  • Strategic design
  • Results review