Landing Page: Layout Optimization
Test Results
Key Learning
Context: The information hierarchy on the landing page may not match how users actually scan and process the content.
What was tested: A variation was tested against the existing experience.
Result: No statistically significant difference was detected. No significant difference suggests users adapted to the change quickly, or the variation didn't address the actual friction point. Try testing more targeted elements.
How to Apply This to Your Site
This experiment tested landing page: layout optimization but produced no statistically significant change. The test was run on a landing page page in the energy & utilities industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that layout tests typically require large sample sizes to detect small effects. This test ran for 41 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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