Pattern #32: Condensed List

Pattern #32  Tested 5 timesFirst tested by Grzegorz Jancewicz Recently tested by Stanley Zuo on Sep 17, 2021

Based on 5 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Condensed List (Variant A) Condensed List (Variant B)

Expected Median Effects Of B

?

Progression

(5 tests)

?

Leads

(2 tests)

-

Signups

-

Engagement

?

Sales

(3 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(5 tests)

Tested on

Tests

Pattern #32: Condensed List
Was Tested by Jakub Linowski

Removed

Isolated

Test # 335 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Jakub Linowski    Jan 27, 2021 Test link

Find Out How It Did With 20,943 Visitors

  • Measured by visits to product pages

  • Measured by completed purchases

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

The variation here has more condensed product tiles being shown on a homepage. Two pieces of information were removed: product descriptions and past selections. Impact on product page visits and total sales was measured.

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The Same Pattern Was Also Tested Here

Replaced

Isolated

Test # 375 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Sep 17, 2021 Test link

Find Out How It Did With 44,045 Visitors

  • Measured by listing clicks

  • Measured by membership starts

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Listing

Similar to experiment 373, listing descriptions were shortened dynamically using exposable "more" links AND dates/location data was removed. This way, the variation showed shorter listings and therefore more listings per screens. Impact on listing clicks (progression) along with membership starts was measured.

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Replaced

Isolated

Test # 373 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Sep 06, 2021 Test link

Find Out How It Did With 43,469 Visitors

  • Measured by listing clicks

  • Measured by membership starts

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Listing

In this experiment, listing descriptions were shortened dynamically using exposable "more" links. This way, the variation showed shorter listings and therefore more listings per screens. Impact on listing clicks (progression) along with membership starts was measured.

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Replaced

Isolated

Test # 262 on Thomasnet.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Julian Gaviria    Oct 03, 2019 Test link

Find Out How It Did With 105,732 Visitors

  • Measured by visits to company profile pages

  • Measured by successful contact requests (Contact Supplier)

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Listing

In this experiment, the B version condensed the company listings. This was done by showing less of the description and introducing a "more" and "less" dynamic links that would expand and collapse the description.

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Removed

Isolated

Test # 114 on Akademiafotograf... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Grzegorz Jancewicz    Sep 01, 2017 Test link

Find Out How It Did With 3,363 Visitors

  • Measured by course page visits

  • Measured by form submits on next screen

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Listing

Get Access To See The Test Results

Leaks

Leak #80 from Etsy.com   |   May 10, 2022 Listing

Etsy Runs An A/B Test Suggesting That Less Isn't Necessarily More

A - Apr 13, 2022
B - Apr 13, 2022 REJECTED

This interesting experiment was discovered a month ago on Etsy's product listing screens. In a nutshell, more traditional and elaborate product tiles was aggressively shortened by removing a lot of information such as product names and customer reviews. This had the additional effect of shortening the tested listing pages. One more later, the experiment looks like it was rejected - hinting that less is not always more. :) View Leak

-0.5 Evidence

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.