Loser
Low confidence
Amazon: Product Page — Beautifully Designed And Failed Three vs. Two Column Layout Experiment
Amazon 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.
Hypothesis
If we test a similar change on our product pages as Amazon rejected, we should be cautious — their rejection suggests it underperformed.
Why This Works
Key Learnings
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