Listing: Layout Optimization
Hypothesis
If we test a similar change on our listing pages as Google tested, then our conversion metric will likely improve based on their implementation decision.
Test Results
Key Learning
Problem: The information hierarchy on the listing may not match how users actually scan and process the content.
What worked: Google implemented this UI change (Nov 25, 2019). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. 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 listing: layout optimization can improve conversions. The test was run on a category page page in the saas industry.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
Interestingly, Google was also discovered a/b testing the list vs grid pattern just as Bol finished a similar experiment this month. The Google experiment ran on one of their shopping results pages with the specific query for "flowers". And the outcome? Looks like the grid beat the list and was rolled out in this case.
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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