Page layout and content hierarchy experiments. Discover which arrangements guide users toward conversion most effectively.
Across 210 layout experiments, 30% resulted in a statistically significant win. Winning variants saw an average lift of +28.1%. Meanwhile, 17 tests underperformed the control with an average drop of -11.4%.
129 experiments were inconclusive, meaning the difference between control and variant was not statistically significant. Inconclusive results are still valuable — they tell you what doesn't move the needle, so you can focus testing effort elsewhere.
These results come from real A/B tests with sample sizes ranging from hundreds to millions of visitors. Use them to inform your own layout testing strategy and avoid repeating experiments that have already been run.
Context: Coupon and promo code fields on products can distract users — they leave to hunt for codes, reducing completion rates.
Context: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: Users on the content page need validation from others before committing — without visible proof of success, they hesitate.
Context: Key actions on the content page disappear as users scroll, creating a gap between intent and the ability to act.
Context: Friction during the product process causes users to abandon right when they're closest to converting.
Context: Mobile users experience the homepage differently — smaller screens, touch targets, and limited attention require purpose-built design.
Context: How "Weekends on command 24 ppc" is implemented on the landing page can meaningfully affect conversion — this element is worth testing.
Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.
Context: How "Oam - homepage" is implemented on the homepage can meaningfully affect conversion — this element is worth testing.
Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.
Context: The information hierarchy on the landing page may not match how users actually scan and process the content.
Context: The information hierarchy on the homepage may not match how users actually scan and process the content.
Context: Users on the content page need validation from others before committing — without visible proof of success, they hesitate.
Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.
Context: How "Alberta homepage v2" is implemented on the homepage can meaningfully affect conversion — this element is worth testing.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: Mobile users experience the checkout differently — smaller screens, touch targets, and limited attention require purpose-built design.
Context: The information hierarchy on the landing page may not match how users actually scan and process the content.
Context: How "Desktop homepage" is implemented on the homepage can meaningfully affect conversion — this element is worth testing.
Context: The information hierarchy on the landing page may not match how users actually scan and process the content.
Context: How "Hwa homepage" is implemented on the homepage can meaningfully affect conversion — this element is worth testing.
Context: How "Page updates" is implemented on the landing page can meaningfully affect conversion — this element is worth testing.
Context: The information hierarchy on the landing page may not match how users actually scan and process the content.
Context: The information hierarchy on the homepage may not match how users actually scan and process the content.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: How "Oam - new homepage design" is implemented on the homepage can meaningfully affect conversion — this element is worth testing.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: How "Alberta homepage" is implemented on the homepage can meaningfully affect conversion — this element is worth testing.
Context: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
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