Page layout and content hierarchy experiments. Discover which arrangements guide users toward conversion most effectively.
This segment contains 2 layout experiment records. Winner, loser, mixed, and inconclusive are reported outcome labels. Check each evidence badge before treating a result as independently reviewable.
Use these records as hypothesis input, then match the audience, metric, treatment, and context before planning a local test. Reported lifts are not pooled because the underlying outcomes and designs may not be comparable.
The intervention rearranged the presentation, but the diagnosed problem concerned comprehension. Earlier user feedback pointed to three obstacles: people could not estimate total cost, offer labels did not explain meaningful differences, and the page made simultaneous comparison difficult. Reordering the same unclear information left those obstacles intact. After reaching the planned sample, the observed movement was small and negative. The practical lesson is to make the test variable match the user problem: change the cost explanation when cost is unclear, improve differentiation when offers seem interchangeable, and change layout when navigation or scanning is the issue.
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.
Save your own plans, results, context, and limitations. Use these 2 reported records as hypothesis input with their evidence quality visible.
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