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

X.X%

Progression

(4 tests)

-

Leads

-

Signups

-

Engagement

X.X%

Sales

(4 tests)

-

Revenue

-

Retention

-

Referrals

X.X%

ANY PRIMARY

(4 tests)

All 4 tests meta-analyzed: +X.X% combined effect (p-val X.XXXX)

25.2% of 90% cumulative power target at 2% MDE from 4 tests Help replicate this with an A/B test

90%
↓
8.9% 8.2% 2.8% 8.1%
Product 4 tests: X%

Tested on

Tests

Pattern #122: Zigzag Layout
Was Tested On Fluke.com by Marika Francisco

Replaced

Isolated

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

Find Out How It Did With 18,325 Visitors

  • Measured by adds to cart

  • Measured by completed sales

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Zigzag Layout - Variant A A
Zigzag Layout - Variant B B
Product
Statistical Power by Minimum Detectable Effect
3%0.5%
2.6%1%
2.8%2%
3.2%5%
4.1%10%
5%15%
6.2%20%

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

The Same Pattern Was Also Tested Here

Replaced

Isolated

Test # 392 by Jakub LinowskiJakub Linowski Dec 31, 2021 Test link

Find Out How It Did With 41,827 Visitors

  • Measured by adds to cart

  • Measured by completed transactions

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Zigzag Layout - Variant A A
Zigzag Layout - Variant B B
Product
Statistical Power by Minimum Detectable Effect
3%0.5%
4.7%1%
8.1%2%
28.5%5%
78.6%10%
80%10.2%
98.3%15%
99.9%20%

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

Added

Isolated

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

Find Out How It Did With 32,392 Visitors

  • Measured by adds to cart

  • Measured by completed sales

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Zigzag Layout - Variant A A
Zigzag Layout - Variant B B
Product
Statistical Power by Minimum Detectable Effect
3%0.5%
4.7%1%
8.2%2%
29.1%5%
79.6%10%
80%10.1%
98.5%15%
99.9%20%

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

Replaced

Isolated

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

Find Out How It Did With 23,865 Visitors

  • Measured by adds to cart

  • Measured by completed sales

  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
  • XX.X% (XXX successes out of XXX,XXX visitors)
Zoom In
Zigzag Layout - Variant A A
Zigzag Layout - Variant B B
Product
Statistical Power by Minimum Detectable Effect
4%0.5%
4.9%1%
8.9%2%
32.9%5%
80%9.3%
85.1%10%
99.4%15%
99.9%20%

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.