Home & Landing
One Guarantee Block or Spread Across the Page A/B Test
A single reassurance block keeps assurances together, but visitors who do not reach it may miss them. Placing each reassurance beside the relevant decision may make it more useful, while making the page feel busier. Keep the wording and number of displays unchanged.
A/B test scenario. This page is a test plan, not the result of a real experiment.
- Home & landing
- Primary action completion rate
Option A vs Option B
Two alternatives; neither is the incumbent.
- Changed
- Options
- Page
- Home & landing
- Difference
- changed
Hypothesis
Grouping the assurances in one block gives a tidy answer, but visitors who never reach that block may not see them at all. Placing each assurance next to the decision it informs means it can be read when needed; as long as the page does not feel crowded, that layout could post a better primary action completion rate than the single block.
Test plan
When to run this test
Look for three signs that assurances are out of reach when visitors need them: visitors who leave before scrolling to the reassurance block, abandonment that clusters at points of concern like the price or the form, and support contacts about data security while filling in the form. In the distributed layout, each assurance should be seen next to its step, and abandonment at those steps should fall. Before moving anything, set aside information that must appear in a specific place for legal reasons and leave it where it is; if abandonment has another cause, such as a form error, fix that first.
How to measure success
Primary action completion rate
Compare completion to see whether distributing reassurance statements changes the target action.
Also track
- Step-level abandonment rateCheck whether abandonment falls at points of concern.
- Reassurance visibilityMake sure visitors continue to see the reassurance statements.
- Related support contactsTrack questions about the same topics.
- Time to actionCheck whether the distributed layout materially delays the target action.
How to set it up
- PlacementMove each existing reassurance from one shared block to a predefined relevant location.
- Keep constantKeep wording, terms and number of statements unchanged.
- RelevancePlace each statement where it answers the relevant question.
- VisibilityMeasure whether each statement enters the viewport.
- Separate testsRepeating a reassurance or changing its wording is outside this comparison.
What to watch when reading the result
- 1A drop in step-level abandonment or related support contacts does not make either layout the winner unless the primary action completion rate moves too. Make sure, too, that reassurance visibility does not fall in the distributed layout and that time to action does not grow materially.
- 2Treat the result as specific to this page and these pairings of assurance and location. In the distributed layout, confirm that each assurance uses the same wording everywhere it appears; different wording can undermine trust and means you can no longer credit the difference to placement alone.
- 3Do not rush to declare either layout the winner while the gap is unclear. Enter each layout's visitors and primary action completions into the A/B test significance calculator; if the gap is not significant, accept that this test could not separate the two layouts and consider a longer run.
Frequently Asked Questions
Where should individual assurances move?
Place each near the decision it informs while preserving wording and conditions. Keep every assurance accessible and do not move information contrary to applicable placement requirements.
Could distributing assurances reduce their exposure?
Yes. Measure each assurance’s actual visibility. A single block can also be missed, so compare exposure without assuming either format guarantees reading.
Which diagnostics help explain the main-action outcome?
Inspect abandonment near relevant decision points, related support contacts and time to action. Use completed main actions as the primary outcome rather than treating diagnostics as alternative winners.
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