# Which Apps Run The Most Experiments On Their Home Screen?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=4814
Tags: landing-page, experiments, mobile, ux-patterns, design
HTML: https://www.lazyweb.com/research/which-apps-experiment-most-on-home
Markdown: https://www.lazyweb.com/research/which-apps-experiment-most-on-home.md

**Answer.** Across 4,814 detected experiments (July 2026), the home surface is the single most-experimented labeled screen category, with 562 distinct experiments — more than cancel-subscription (371) or any paywall category. [1] DoorDash (at least 45 home), Crumbl (at least 39), and Apple Fitness (at least 32) lead the per-company home ranking. [2][3][4] These are observed before/after variations with inferred rationale, not company-confirmed A/B tests.

> Home is the most-experimented screen category in the corpus at 562 distinct experiments (July 2026), led by DoorDash's 45+.

## The finding

The **home surface leads all labeled screen categories with 562 distinct experiments**, ahead of cancel-subscription (371), account-login (167), and sign-up (127). [1] Per company, the most home-concentrated experimenters are DoorDash (at least 45), Crumbl (at least 39), and Apple Fitness (at least 32). [2][3][4]

| App | Home experiments (lower bound) |
|---|---|
| DoorDash | 45 [2] |
| Crumbl | 39 [3] |
| Apple Fitness | 32 [4] |
| Babbel | 23 [5] |
| Etsy | 20 [6] |

## Why home dominates

The home screen is where merchandising, discovery, and personalization compete for attention, and it is served to every user on every session — so it is both the highest-traffic and highest-surface-area screen. Food and content apps (DoorDash, Crumbl, Apple Fitness) concentrate there because the rotating catalog is their product. Paywall-only apps like Tinder show zero home experiments by contrast.

## How to apply it

If your app has a content-rich or catalog-driven home screen and you are not testing it, this data says you are ignoring the corpus's most-tested surface. Start with the merchandising order and personalization row logic — the levers DoorDash and Crumbl iterate. Reserve the paywall for a separate track. All figures are detected variations, not proven winners. [1]

## Caveats

The 562 count and per-company home splits are lower bounds because screen category is NULL on 1,425 of 4,814 experiments. [7] All are observed variations with LLM-inferred rationale, not company-confirmed A/B tests — no lift is measured. [1]

## The numbers

| Stat | Computed from |
| --- | --- |
| Home 562; cancel-subscription 371; account-login 167; sign-up 127 | top_experiment_screen_categories (home=562; cancel_subscription=371; account_login=167; sign_up=127) |
| DoorDash at least 45 home | company_total:doordash (home 45) |
| Crumbl at least 39 home | company_total:crumbl (home 39) |
| Apple Fitness at least 32 home | company_total:apple-fitness (home 32) |
| Babbel at least 23 home | company_total:babbel (home 23) |
| Etsy at least 20 home | company_total:etsy (home 20) |
| 1,425 of 4,814 experiments have no screen category | screen_category_null_on_experiments (1425/4814) |

## Methodology

Universe: 4,814 detected experiments across 276 companies, July 2026; screen categories from screen_category join. Method: COUNT(DISTINCT experiment_id) by category and by company. Caveat: home splits are lower bounds (1,425 experiments unlabeled); detected variations only, never confirmed A/B tests.

## Sources & citations

- [1] Lazyweb Research analysis of 4,814 detected experiments (276 companies, ~800-app mobile corpus), July 2026. Top labeled screen categories by COUNT(DISTINCT experiment_id); home=562.
- [2] Lazyweb Research analysis of 221 detected experiments (DoorDash, ~800-app mobile corpus), July 2026. home split from screen_category='home'.
- [3] Lazyweb Research analysis of 43 detected experiments (Crumbl, ~800-app mobile corpus), July 2026. home split from screen_category='home'.
- [4] Lazyweb Research analysis of 38 detected experiments (Apple Fitness, ~800-app mobile corpus), July 2026. home split from screen_category='home'.
- [5] Lazyweb Research analysis of 66 detected experiments (Babbel, ~800-app mobile corpus), July 2026. home split from screen_category='home'.
- [6] Lazyweb Research analysis of 32 detected experiments (Etsy, ~800-app mobile corpus), July 2026. home split from screen_category='home'.
- [7] Lazyweb Research analysis of 4,814 detected experiments (276 companies, ~800-app mobile corpus), July 2026. screen_category is NULL on 1,425 experiments, so all surface splits are lower bounds.

## Related questions

- [What Is Crumbl A/B Testing On Its Home Screen?](https://www.lazyweb.com/research/crumbl-home-surface-experiments)
- [What Is Apple Fitness A/B Testing On Its Home Screen?](https://www.lazyweb.com/research/apple-fitness-home-experiments)
- [Which Apps Run The Most Detected UI Experiments Overall?](https://www.lazyweb.com/research/which-apps-run-the-most-experiments-overall)