Listing: Listing Page — Suggesting That Less Isn't Necessarily More
Hypothesis
If we test a similar change on our listing pages as rejected, we should be cautious
Test Results
Key Learning
Problem: Users on the listing need validation from others before committing — without visible proof of success, they hesitate.
What was tried: rejected this UI change (May 10, 2022). Rejection suggests the change underperformed the control
Why it failed: The control was closer to optimal for this audience. Test more conservative variations next time.
How to Apply This to Your Site
This test showed that listing: listing page — suggesting that less isn't necessarily more 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
This interesting experiment was discovered a month ago on 's product listing screens. In a nutshell, more traditional and elaborate product tiles was aggressively shortened by removing a lot of information such as product names and customer reviews. This had the additional effect of shortening the tested listing pages. One more later, the experiment looks like it was rejected - hinting that less is not always more. :)
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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