Results: Boxes or rows? Which format converted better?

Product info formatted in boxes

Click here to enlarge

Product info formatted in rows

Click here to enlarge

Boxes or rows? Which format converted better?

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Difference Between Versions:

Version A – Product page with pricing information displayed in boxes
Version B – Product page with pricing information displayed in rows


Key Performance Indicator (KPI): 

Clickthrough Rate (CTR) on the "add to basket" button


Test Goal:

Increase the number of shoppers clicking and purchasing products

 

Traffic Source:

All traffic

 

Audience: 

Users interested in electronic and electrical supplies

 

Organization: 

RS Components - Distributor of electronic, electrical, and industrial components

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Test Run By and For

RS Components

Test Run On

Adobe Target

WINNING VERSION

B

Poll Results - The Best Guesses:

Boxes or rows? Which format converted better?

  • Version B
  • Version A
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The row format added up as the winner

Read on to learn more. . .


Test Details & Background:

RS Components, a distributor of electronic, electrical, and industrial components, conducted this fantastic format study in-house, on their own site.

The study goal was to increase shoppers clicking through the product page, adding items to their cart.

Feedback from customers indicated the boxed “grid layout” wasn’t easy to understand or read at-a-glance.

The testing team wondered if changing the design would improve the user experience, while increasing conversions.


 

Poll Results - The Best Guesses:

Boxes or rows? Which format converted better?

  • Version B
  • Version A
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Test Run By and For

RS Components

Test Run On

Adobe Target