Results: Horizontal or vertical layout on desktop?

Horizontal or vertical layout on desktop?

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Difference Between Versions:

Version A – Desktop landing page with content laid out in a horizontal, side-by-side view; Call To Action (CTA) button integrated within bottom text section
Version B – Similar page, but laid out to vertically feature content; CTA button placed above text, next to picture


Key Performance Indicator (KPI): 

Clickthrough rate, Bounce rate, Time spent on page, Average orders per user, Revenue per user


Test Goal:

Determine if page layout impacts conversions

 

Traffic Source:

Direct, search, referral, organic, paid, affiliate, social, and existing email list

 

Audience: 

Tesco online shoppers

 

Organization: 

Tesco - British grocery store and third-largest retailer in the world, by gross revenue

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WINNING VERSION

A

Poll Results - The Best Guesses:

Horizontal or vertical layout on desktop?

  • Version A
  • Version B
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The horizontal layout was the flat-out winner!

Surprised? Read on to learn more. . .


Test Details & Background:

Tesco, the British multinational grocery and general merchandise retailer, conducted this savvy shopping study on their own site, in-house.

Their goal was to determine the optimal layout for their product landing pages.

Through experience, Tesco’s testing team found that, on mobile devices, smaller, scannable views vertical views generally performed best.

However, on desktop devices, the team wondered if the vertical layout featured too much competing information, resulting in a difficult-to-digest format.

So, decided to test if changing the layout, from vertical to horizontal, would boost sales on desktop devices.


Hypothesis:

The testing team expected changing from a vertical to horizontal layout would perform best on desktop, since it would condense the information and eliminate extra, blank space. As a result, engagement, browsing time, and sales would all increase.

However, because the revised, horizontal layout changed the navigational flow, the team acknowledged it could create confusion, diminishing conversions.

So, decided to test which format would work best.


 

Poll Results - The Best Guesses:

Horizontal or vertical layout on desktop?

  • Version A
  • Version B
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oh_snap-mobile

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Patrick
3 months ago

Vertical didn’t really get a change because of its poor design.
90% of A/B test are on desktop. 80% of traffic is mobile. Would love to see some mobile A/B tests 😉

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