Our team tackled a critical user experience challenge for this major furniture retailer by implementing a simplified 2-column layout across all product listing pages. The comprehensive test achieved significant results:
The retailer's relatively cramped 3-column design created several barriers to purchase, particularly for high-value products like living room sets and outdoor furniture. The original design's limited image sizes obscured important furniture details, while compressed product information made evaluating features difficult. This compact layout diminished the premium shopping experience expected by furniture buyers - a significant issue as these customers rely heavily on visual cues and detailed information for high-value purchase decisions.
Through analysis of user behavior and industry best practices, we identified that improving conversion rates required enhanced product visibility and information clarity. Our solution was straightforward: reduce products per row from three to two. This allowed for larger product images, expanded information sections with clearer typography, optimized white space, and better mobile responsiveness across devices.
We implemented the new layout while ensuring no slowdown in page load times.
Key components included:
The test demonstrated significant improvements in user engagement and conversion metrics:
| Metric | Control | Variation | Lift |
|---|---|---|---|
| Users | 169,998 | 169,860 | - |
| Transactions | 1,177 | 1,222 | - |
| Conversion Rate | 0.69% | 0.72% | 3.9% |
| Revenue Lift | - | - | 2.0% |
While a 3.9% conversion improvement and 2% revenue lift might seem modest at first glance, these are exactly the kind of results that drive sustainable business growth. In e-commerce optimization, reliable small wins often outperform high-risk, dramatic changes. For a furniture retailer processing hundreds of thousands of monthly visitors, this "small" improvement translates to significant revenue gains. When you combine multiple optimizations like this across the customer journey, the compound effect can transform your business. This test exemplifies our approach: making data-driven, low-risk improvements that deliver consistent, measurable value.
Furniture shoppers need to properly evaluate product details before purchasing, and the larger images with improved spacing directly addressed this need.
The layout change worked because it provided:
• Visual Confidence: Larger images and clearer information reduced purchase hesitation
• Simplified Evaluation: Better spacing improved product comparison capabilities
• Cross-Device Impact: The responsive design maintained experience quality on all screens
Want to learn more about optimizing your product listing pages? Let's discuss how these insights could apply to your ecommerce store.
Appendix: Detailed Test Parameters and Statistical Analysis
Test Parameters
| Parameter | Details |
|---|---|
| Device targeting | All devices |
| Browser targeting | All browsers |
| Page scope | All product listing pages |
| User segments | All users |
Statistical Analysis
| Metric | Value |
|---|---|
| Confidence level | 83% |
| Statistical significance | p-value of 0.173 |
| Sample size | 339,858 total users |
| Conservative lift estimate | 1% |
Field Notes
