Landing Page: Grid Attributes
Test Results
Key Learning
Problem: The information hierarchy on the landing page may not match how users actually scan and process the content.
What was tried: The variant changed the existing experience but introduced unexpected friction. (-4.6% change)
Why it failed: Pricing page changes carry risk — users are price-sensitive and changes can increase cognitive load or perceived cost.
How to Apply This to Your Site
This test showed that landing page: grid attributes led to a -4.6% drop in conversions. The change was tested on a landing page page in the energy & utilities industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that pricing tests typically require large sample sizes to detect small effects. This test ran for 28 days — plan for at least that long.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
A/B test on landing page testing pricing changes.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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