Pattern #78: Structured Information

Pattern #78  Tested 2 timesFirst tested by Kimberly Cheung Recently tested by Julian Gaviria on Feb 19, 2020

Based on 2 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
Structured Information (Variant A) Structured Information (Variant B)

Expected Median Effects Of B

?

Progression

(2 tests)

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Leads

(1 tests)

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Signups

(1 tests)

-

Engagement

-

Sales

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(2 tests)

Tested on

Tests

Pattern #78: Structured Information
Was Tested On Yummly.com by Kimberly Cheung

Added

Isolated

Test #195 on Yummly.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Kimberly Cheung    Aug 13, 2018 Test link

Find Out How It Did With 371,274 Visitors

  • Measured by clicks on a card and visits recipe

  • Measured by full registrations

Get Access To See The Test Results

The Same Pattern Was Also Tested Here

Added

Isolated

Test #284 on Thomasnet.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Julian Gaviria    Feb 19, 2020 Test link

Find Out How It Did With 241,428 Visitors

  • Measured by company listing views

  • Measured by company contact (RFI)

In this experiment, structured data tags were displayed on a listing page to help potential buyers make better decisions. The additional information about the listed companies included: annual revenue, employee count, and year of establishment.

Get Access To See The Test Results

Leaks

Leak #59 from Amazon.com   |   Aug 19, 2020 Product

Amazon Discovers That Showing Structured Product Details Is Better

Amazon has been seen a/b testing the addition of product details or technical specifications, visibly above the fold. In this captured screenshot for example, we see such technical information as storage size, model numbers and types of interfaces. Interestingly, this change was rolled out when the experiment finished - hinting at a positive probability. View Leak

Leak #81 from Amazon.ca   |   Jun 8, 2022 Product

Amazon A/B Tests And Rolls Out Extra Product Information On Book Pages

Amazon ran an experiment where they showed additional product information on books. This included such structured information as: language, publisher, publication date, dimensions, etc. View Leak

Leak #82 from Walmart.com   |   Jun 28, 2022 Product

Walmart A/B Tests Popular Product Tags

Walmart was noticed running a product detail page experiment with an added "popular picks" badge. The badges were added to some products based on some undecipherable logic. Other products would also sometimes show "best seller" badges, including being shown together. 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.