Pattern #122: Zigzag Layout

Pattern Author: Samuel Hess - Founder

Based on 3 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
-5
-4
-3
-2
-1
0
+1
+2
+3
+4
+5
Almost Certain Winner
Zigzag Layout

  1. Add: Photos

    The pattern makes use of imagery to reinforce product benefits or selling points. 

  2. Add: Zigzagging Layout

    Furthermore, the content of the page is displayed in an alternating or zigzagging layout.

Median Effects

?

Progression

Ex: First Action

(3 tests)

?

Leads

Ex: Leads, Quotes

?

Signups

Ex: Trials

?

Engagement

Ex: Future Action

?

Sales

Ex: Transactions

(3 tests)

?

Revenue

Ex: AOV, LTV

?

Retention

Ex: Return Visits

?

Referrals

Ex: Social Shares

Tests

Test #372 Tested on Fluke.com by Marika Francisco Marika Aug 30, 2021

Find Out How It Performed With 18,325 Visitors

Product Desktop

  • Measured by adds to cart   |   p-val (?)

  • Measured by completed sales   |   p-val (?)

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

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

Get Access To See The Test Results

Test #364 Tested on Lotuscrafts.eu by Samuel Hess Samuel Jul 06, 2021

Find Out How It Performed With 32,392 Visitors

Product Desktop

  • Measured by adds to cart   |   p-val (?)

  • Measured by completed sales   |   p-val (?)

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

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.

Get Access To See The Test Results

Test #343 Tested on Snocks.com by Samuel Hess Samuel Mar 12, 2021

Find Out How It Performed With 23,865 Visitors

Product Desktop, Mobile

  • Measured by adds to cart   |   p-val (?)

  • Measured by completed sales   |   p-val (?)

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

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.