Landing Page: Layout Optimization
Test Results
Key Learning
Problem: The information hierarchy on the landing page may not match how users actually scan and process the content.
What worked: The variant addressed this conversion friction directly. (+7.2% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. Layout wins often unlock further opportunities — isolate which specific element drove the lift for even larger gains.
How to Apply This to Your Site
This experiment demonstrated that landing page: layout optimization can produce a +7.2% improvement in conversions. The test was run on a landing page page in the energy & utilities industry. With 39,352 visitors in the sample, this is a robust result.
Before you test: Consider that layout tests typically require large sample sizes to detect small effects. This test ran for 36 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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