Listing: Listing Page
Hypothesis
If we test a similar change on our listing pages as rejected, we should be cautious
Test Results
Key Learning
Problem: The information hierarchy on the listing may not match how users actually scan and process the content.
What was tried: rejected this UI change (Sep 14, 2022). Rejection suggests the change underperformed the control
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 listing: listing page hurt conversions. The change was tested on a category page page in the e-commerce 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. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
just ran their very own 4 vs 3 column experiment on some of their listing pages. The a/b test seems to have had a similar hypothesis about product tile density to what ran just a few months ago.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Checkout: Multiple Steps
Problem: Friction during the checkout process causes users to abandon right when they're closest to converting.
Product: Welcome Mat - Partial
Context: Capturing visitor attention on the product with modals or overlays is a balance between engagement and annoyance.
Content Page: Maybe Later on Content Page
Context: Key actions on the content page disappear as users scroll, creating a gap between intent and the ability to act.
Product: Least Or Most Expensive First
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.