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 (Sep 23, 2019). 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 product: product page hurt conversions. The change was tested on a product 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
found the courage to run a beautiful a/b test where they put their old three column product page layout against a new two column one. Although the two column layout was arguably more beautiful with the addition of white space, margins and shadows, it was nevertheless rejected. Before it was removed we decided to leak it here to ensure its beautiful failure continues to teach us well into the future.
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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Product: Least Or Most Expensive First
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