Which form format works better?

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Can You Guess Which Test Won?

Which form format won: 3 or 2 column layout?

3-column horizontal format

3-column_format-version_a

2-column vertical format

2-column-vertical_format-version_b

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Difference Between Versions:

Version A – 3-column horizontal format
Version B – radically redesigned 2-column vertical format

Key Performance Indicator (KPI):

Form completions and Revenue Per Visitor (RPV)

Test Goal:

Increase the number of completed transactions

Traffic Source:

Organic, direct, and existing email list

Audience:

US shoppers and people in the rest of the world

Organization:

Verifone: electronic payment system provider

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