Listing: The UI Classic: List Vs Grid View
Hypothesis
If we test a similar change on our listing pages as Bol.com 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: Bol.com implemented this UI change (Nov 18, 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: the ui classic: list vs grid view can improve conversions. The test was run on a category page page in the e-commerce 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
I am continously interested in answering and providing guidance on whether grid or list views are in general better, worse or indifferent as one of many UI patterns. To my surprise, Bol.com the leading Dutch web shop, has recently a/b tested this classic pattern which we were super lucky to detect on their red wine product listing pages. After anticipating their leaked design decision, we eventually learned that lists fared better for Bol. This of course we'll now use as additional and emerging evidence to tip the scales of probability (and hopefully better predict similar future experiments).
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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