Product: Product Page
Hypothesis
If we test a similar change on our product pages as rejected, we should be cautious
Test Results
Key Learning
Problem: The information hierarchy on the product may not match how users actually scan and process the content.
What was tried: rejected this UI change (Jan 27, 2020). 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 product: product page hurt conversions. The change was tested on a product page page in the travel 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
Over two months ago I managed to detect this exciting product/property page redesign on with at least 17 UI changes. Unfortunately, as hard as the team must have worked on these layout improvements, we now can see that the experiment has ended and the old control version (A) remains the better performer.
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
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