Product: Fewer Or More Results on Product Page
Hypothesis
If we change the number of products displayed per page, then product engagement and conversion rates will improve because optimal density reduces scroll fatigue and decision paralysis
Test Results
Key Learning
Context: The information hierarchy on the product may not match how users actually scan and process the content.
What was tested: Product listing density is a nuanced optimization that depends on product type and user shopping mode; too few results creates friction while too many causes decision paralysis With 428,454 visitors, this test has solid statistical power.
Result: No statistically significant difference was detected. Navigation tests that don't show a difference may indicate the issue is content findability, not menu structure. Consider search and filtering improvements.
How to Apply This to Your Site
This experiment tested product: fewer or more results on product page but produced no statistically significant change. The test was run on a product page page in the cross-industry industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that navigation tests typically require large sample sizes to detect small effects. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
In this experiment, a horizontally scrolling set of products was replaced with an expanded and more visible grid of suggested products - enabling more discovery.
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
Listing: Instant Filter Results
Context: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
Listing: Multiple Steps
Problem: Multi-step processes on the listing can overwhelm users if they can't see how far along they are or how much is left.
Product: Exposed Menu Options
Problem: How prices are displayed on the product directly influences perceived value and willingness to buy.
Product: Open In A New Tab
Context: Users arriving at the product can't efficiently find what they're looking for, increasing bounce rates.