CASE STUDY

User Recordings' Analysis:

Analysis of session recordings, scroll depth, and interaction patterns on listing pages showed two distinct user behaviors:

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• Some users scrolled extensively, suggesting high browsing intent and a desire to explore a wide product range quickly.

• Others engaged heavily with filters and sorting, indicating comparison-driven behavior rather than deep PDP exploration.

 

In the original layout (3 products per row), users were required to scroll more to view the same product volume, potentially slowing discovery and increasing interaction cost. Conversely, overly dense layouts risk visual fatigue and reduced clarity.

To identify the optimal balance between information density and scannability, we ran an intensity A/B/C experiment, testing different numbers of product cards per row.

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Experiment Setup:

• Original: 3 product cards per row

• Variant 1: 4 product cards per row

• Variant 2: 5 product cards per row

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Hypothesis

If we increase the number of product cards per row, we will reduce scrolling effort and accelerate product discovery, improving engagement and downstream conversion—up to the point where visual density begins to harm clarity.

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We expect:

• Moderate increases in density to improve performance

• Excessive density to show diminishing or negative returns

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Goals

Psychological Principles

• Cognitive efficiency

• Reduced interaction cost

• Faster visual scanning

 

Primary Goal

• Increase Product Click-Through Rate (PLP → PDP)

 

Secondary Goals

• Increase Add to Cart (ATC) rate

• Improve overall Conversion Rate