Pattern #122: Zigzag Layout

Pattern #122  Tested 4 timesFirst tested by Samuel Hess Recently tested by Jakub Linowski on Dec 31, 2021

Based on 4 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
Zigzag Layout (Variant A) Zigzag Layout (Variant B)

Expected Median Effects Of B

?

Progression

(4 tests)

-

Leads

-

Signups

-

Engagement

?

Sales

(4 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(4 tests)

Tested on

Tests

Replaced

Isolated

Test #392 Tested on An Anonymous Site    Dec 31, 2021 Test link

Find Out How It Did With 41,827 Visitors

  • Measured by adds to cart

  • Measured by completed transactions

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

In this experiment, paragraph style copy was reorganized into a zig zag layout with key sections being reinforiced with copy-as-image statements. Impact on adds-to-cart and sales was measured.

Get Access To See The Test Results

Replaced

Isolated

Test #372 on Fluke.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Marika Francisco    Aug 30, 2021 Test link

Find Out How It Did With 18,325 Visitors

  • Measured by adds to cart

  • Measured by completed sales

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

In this experiment, product descriptions were changed to an alternating zig zag layout with images. Impact on adds-to-cart and sales was measured.

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Added

Isolated

Test #364 on Lotuscrafts.eu by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Samuel Hess    Jul 06, 2021 Test link

Find Out How It Did With 32,392 Visitors

  • Measured by adds to cart

  • Measured by completed sales

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

In this experiment, product descriptions or qualities were added using a zigzag layout pattern composed of photos and extra copy. This sections was appended between existing copy and testimonials. Some of the copy highlights included wording such as "innovative surface", "non-slip and wide", and "skin-friendly". Impact on adds-to-cart and sales was measured.

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Replaced

Isolated

Test #343 on Snocks.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Samuel Hess    Mar 12, 2021 Test link

Find Out How It Did With 23,865 Visitors

  • Measured by adds to cart

  • Measured by completed sales

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

In this experiment, the content on a product page was reorganized into a zigzagging (alternating layout) along with reinforcing photos. Impact on adds-to-cart and total sales was measured.

Get Access To See The Test Results

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.