Landing Page: Grid vs List Layout
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. (-18.9% change)
Why it failed: Major layout changes often lose because they disrupt learned user behavior. Test smaller, incremental layout tweaks instead.
How to Apply This to Your Site
This test showed that landing page: grid vs list layout led to a -18.9% 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 layout tests typically require adequate traffic to reach statistical significance. This test ran for 14 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 layout 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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