3 ms·
If you're going to A/B test something, you need to reduce the variables down to one. For all you know, the supposedly 'pretty' framing and box-shadow you added
by peng 15y ago
If you're going to A/B test something, you need to reduce the variables down to one. For all you know, the supposedly 'pretty' framing and box-shadow you added to the grid layout may actually be what's causing customers to prefer the flat list.
Testing multiple variables in a given trial makes it impossible to discover which change (or combination thereof) actually improved the conversion rate.
- westiseast 15y agoYeah, it's a blunt tool. The next planned test is to 'prettify' the vertical listing and see what happens.
- dave1010uk 15y agoThe frame and box shadow may also slow the site down. Amazon found that a 100 ms increase in page load time reduces sales by 1%.
- suking 15y agoWell, they could have done a multivariate test if there was enough traffic to make it statistically significant and tested all combos, like GWO allows.
- ohashi 15y agoThat was my first reaction to this test as well. It's not an A/B test and the conclusions are pretty much worthless. From experience though, an 'uglier' site getting more clicks is actually fairly common. I've seen the results on 100,000's of visitors across a multitude of landers. The rationalization that seems most common is that people click to 'get away' or get to whatever they want.