Pattern #36: Fewer Or More Results

Pattern #36  Tested 6 timesFirst tested by Rodrigo Maués Recently tested by Jakub Linowski on Nov 05, 2023

Based on 6 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
Fewer Or More Results (Variant A) Fewer Or More Results (Variant B)

Expected Median Effects Of B

?

Progression

(3 tests)

?

Leads

(2 tests)

-

Signups

?

Engagement

(1 tests)

?

Sales

(3 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(6 tests)

Tested on

Tests

Pattern #36: Fewer Or More Results
Was Tested On Zapimoveis.com.br by Vinicius Barros Peixoto

Added

Isolated

Test # 298 on Zapimoveis.com.b... 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

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

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

Replaced

Isolated

Test # 503 Nov 05, 2023 Test link

Find Out How It Did With 3,331 Visitors

  • Measured by adds to cart

  • Measured by completed orders

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

In this experiment, instead of showing 12 products per screen (with pagination), the variation showed all 42 products on a single screen. Impact on adds to cart and completed orders was measured.

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Added

Isolated

Test # 475 on Online.metro-cc.... by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Andrey Andreev    Jun 07, 2023 Test link

Find Out How It Did With 22,070 Visitors

  • Measured by completed sales

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

Are more (popular) product results better than none at all? In this experiment, popular products were shown during an empty search result. Impact on sales was measured.

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Replaced

Isolated

Test # 459 on Snocks.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Melina Hess    Feb 28, 2023 Test link

Find Out How It Did With 185,702 Visitors

  • Measured by completed sales

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

In this listing page experiment, color sets of the same product were tested against individual products with unique colors (with additional product tiles). Essentially, the A version here contained fewer product items (with color sets), while the B version contained more results and tiles (with grouped products). Impact on total sales was measured.

(The original control and variation was inverted, but was flipped to match the fewer or more results pattern).

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Replaced

Isolated

Test # 205 on Msn.com 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

Zoom In
A
B
Home & Landing

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

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Added

Isolated

Test # 119 on Vivareal.com.br 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

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

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Leaks

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

Booking's Homepage Carousel Experiment Fails As Predicted

A - Sep 25, 2019 IMPLEMENTED
B - Sep 25, 2019

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 Amazon.com   |   Jul 14, 2020 Product

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

A - Jun 13, 2020
B - Jun 13, 2020 IMPLEMENTED

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 Amazon.com   |   Oct 19, 2020 Listing

Amazon A/B Tests The List Vs Grid Layout

A - Sep 5, 2020
B - Sep 5, 2020 IMPLEMENTED

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.