Does a 2-column homepage with value props lift desktop conversion?

Our desktop homepage used a single column layout. We tested 2 columns, with the form on the right, value props about saving time, and a customer quote. Over 13 days, conversion fell 19.8%.

Lost Desktop 13 days Called at 90%

SURFACE

Homepage

DEVICE

Desktop

VERTICAL

Ecommerce (B2C)

PRIMARY METRIC

Conversion rate

VARIATIONS

1

The hypothesis

By pairing a more focused form with value props and social proof, we will build trust and confidence, resulting in more registration starts and conversions.

The single column layout gave visitors the form but little else to build trust in the service. We expected that time-saving value props and a rated customer quote beside the form would build confidence before visitors started.

What we changed

A 2-column layout with value props and a rated customer quote

We moved the form to the right in a vertical layout. The other column added value props about the time visitors would save and a customer quote with star ratings.

VAR A: 2 COLUMN

Form moved to the right in a vertical layout
Value props about time saved
Customer quote with star ratings

The result

Conversion fell 19.8% with the 2-column layout

CONVERSION RATE

-19.8%

Over 13 days, the 2-column layout converted 19.8% worse than the original. The first 2 days were extreme before the results leveled out, and the new layout pulled ahead of the original only a few times. The loss cleared our confidence bar, and we paused the test after 13 days.

What we took from it

Users preferred the original single column layout

The single column kept the form as the clear focus of the page. Splitting the page into 2 columns gave the value props and quote equal weight with the form, and fewer visitors went on to convert.