Page layout and content hierarchy experiments. Discover which arrangements guide users toward conversion most effectively.
Across 212 layout experiments, 31% resulted in a statistically significant win. Winning variants saw an average lift of +28.1%. Meanwhile, 18 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.
The story behind this win is the iteration discipline. The first attempt at this homepage redesign changed two systems at once (messaging + routing) and produced an ambiguous result: the entry metric moved slightly positive while downstream metrics moved meaningfully negative. The team correctly identified that the routing change — which inadvertently replaced direct links to a personalized plan-search experience with modal-driven entry into a generic flow — was the downstream killer. The iteration restored the original routing and kept ONLY the homepage hierarchy changes. All funnel metrics moved directionally positive in lockstep (entry +2.38%, mid-funnel +7%, conversion +11.81%) — none stat-sig individually but consistent enough across the funnel to justify shipping. Element-level diagnostics confirmed the mechanism: the segment CTAs the team intended to promote saw a 26-30% lift in unique-visitor interaction, while the unchanged hero banner stayed flat (as expected). Two key behavioral observations: (1) page-length reduction surfaced a 4x lift on a previously buried bottom-of-page zip code input — proving the secondary lesson that 'less page' can mean 'more conversion real estate'; (2) desktop strongly outperformed mobile, with the suspected cause being mobile's lead-with-form pattern (zip code above hero) — putting the form before the message creates friction. The broader transferable insight: when a messy test confounds multiple variables, the right move is to isolate one variable in the next test, not to abandon the hypothesis.
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.
Save your own experiments, get AI-powered test ideas, and build on patterns from 212+ real tests.
View Plans & Pricing