Pattern #37: List Vs. Grid View

Pattern Author: Rodrigo Maués - Head of Product Design @ Anheuser-Busch InBev

Based on 4 Tests, Members See How Likely This Pattern Will Win Or Lose And Its (?) Median Effect

Almost Certain Loser
Almost Certain Winner
List Vs. Grid View
  1. Replace: Grid View Choice

    This pattern suggests to show results in a grid view instead of a list one.

Median Effects



Ex: First Action

(3 tests)



Ex: Leads, Quotes

(2 tests)



Ex: Trials



Ex: Future Action



Ex: Transactions

(1 tests)






Ex: Return Visits



Ex: Social Shares


Pattern #37: List Vs. Grid View
Was Tested On by Rodrigo Maués

Test #120 Tested on by Rodrigo Maués Rodrigo Nov 01, 2017

Find Out How It Performed With 1,847,933 Visitors

Listing Desktop
  • Measured by visits to any property page   |   p-val (?)

  • Measured by successful lead form submission   |   p-val (?)

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Test #270 Tested on by J.R. Hernandez J.R. Nov 19, 2019

Find Out How It Performed With 264,000 Visitors

Listing Desktop
  • Measured by plan page visits   |   p-val (?)

  • Measured by cart page visits   |   p-val (?)

In this experiment, a list view was tested against a grid view.

Get Access To See The Test Results

Test #169 Tested on by Vito Mediavilla Vito Apr 24, 2018

Find Out How It Performed With 5,934 Visitors

Listing Desktop
  • Measured by initiated leads with quote form   |   p-val (?)

  • Measured by form submits   |   p-val (?)

Get Access To See The Test Results


Leak #33 from   |   Nov 18, 2019 Listing

Bol A/B Tests The UI Classic: List Vs Grid View With A Clear Decision

I am continously interested in answering and providing guidance on whether grid or list views are in general better, worse or indifferent as one of many UI patterns. To my surprise, the leading Dutch web shop, has recently a/b tested this classic pattern which we were super lucky to detect on their red wine product listing pages. After anticipating their leaked design decision, we eventually learned that lists fared better for Bol. This of course we'll now use as additional and emerging evidence to tip the scales of probability (and hopefully better predict similar future experiments). View Leak

Leak #34 from   |   Nov 25, 2019 Listing

Google Also A/B Tests The List Vs The Grid

Interestingly, Google was also discovered a/b testing the list vs grid pattern just as Bol finished a similar experiment this month. The Google experiment ran on one of their shopping results pages with the specific query for "flowers". And the outcome? Looks like the grid beat the list and was rolled out in this case.  View Leak

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

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.