Pattern #36: Fewer Or More Results

Pattern #36  Tested 3 timesFirst tested by Rodrigo Maués Recently tested by Vinicius Barros Peixoto on May 14, 2020

Based on 3 Tests, Members See How Likely Version B Wins Or Loses And By How Much


Measured by the sum of negative and positive tests.

Fewer Or More Results (Variant A) Fewer Or More Results (Variant B)

Expected Median Effects Of B



(2 tests)



(2 tests)





(1 tests)











(3 tests)


Pattern #36: Fewer Or More Results
Was Tested On by Vinicius Barros Peixoto



Test #298 on by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name V. Barros Peixoto    May 14, 2020 Test link

Find Out How It Did With 1,907,053 Visitors

  • Measured by successful lead contacts

In this experiment on a listing page, the search was expanded to show more listings (variation B). Conditionally, if there were fewer than 36 results, set basic filters such as number bedrooms and bathrooms were expanded and appended to the results. Hence if someone chose 2 bedrooms and 2 bathrooms in variation A, they would only see listing with that filter. In variation B however they would first see the filtered results, and later they would also see results with 3 or more of each. 

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The Same Pattern Was Also Tested Here



Test #205 on by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Ronny Kohavi    Oct 25, 2018 Test link

Find Out How It Did

  • Measured by clicks per user

  • Measured by page views by user

In this experiment, the carousel items were increased from 12 to 16.

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Test #119 on by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Rodrigo Maués    Nov 01, 2017 Test link

Find Out How It Did With 2,452,622 Visitors

  • Measured by visits to any property page

  • Measured by successful lead form submissions

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Leak #30 from   |   Oct 28, 2019 Home & Landing

Booking's Homepage Carousel Experiment Fails As Predicted

I was glad to detect this carousel experiment that Booking recently ran on their homepage because we've already seen similar experiments fail in the past. Instead of showing 5 location tiles, they tested a version that only showed 3 tiles at a time with an ability to slide for more - a carousel. It wasn't the automatic slider type that would unleash the wrath of Karl Gilis, but it was a user-invoked slider nevertheless. View Leak

+0.5 Evidence

Leak #57 from   |   Jul 14, 2020 Product

Amazon Finally A/B Tests Their Full Vs. Fixed Width Layout In This Experiment

Amazon just completed this wonderful product page layout experiment. The experiment was visible on wider monitors where the main content column was set to either full width (control) or fixed to 1500 pixels (B variation). View Leak

-0.5 Evidence

Leak #64 from   |   Oct 19, 2020 Listing

Amazon A/B Tests The List Vs Grid Layout

A month ago I managed to detect this classic list vs grid layout experiment on two of Amazon's product listing pages. I learned that this a/b test ran at least on two random queries such as "tools for mechanics" and "sports gear". Today, the grid layout view now looks like it was implemented. 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.