Ali Demirbaş - Lab
TRGet in touch

Category & Listing

A/B Test: Comparison Table Showing Only Differences

Hiding rows that are identical across products by default may help shoppers focus on meaningful differences.

  • Category listing
  • Order completion rate

Control vs Variant

How the blocks are arranged is the variable.

Changed
Layout
Page
Category listing
Difference
changed

Hypothesis

Keep every feature accessible so the simplified view does not leave out information needed to choose.

How to run this test

Primary metric

Order completion rate

Compare purchases among visitors assigned to the comparison-table experience.

Other metrics

  • Time to decisionDefine the selection event in advance and measure time from the same start event in both arms.
  • Comparison interactionTrack switching between the full-feature view and the differences-only view.
  • Return rateTrack returns linked to an incorrect choice.
  • Exit rateTrack exits from the comparison page.

What to check before and during the test

  • Default viewIn the variant, show only differences in the comparison table by default.
  • Keep constantKeep products, feature data, table design and CTAs unchanged.
  • DecisionRead time to decision alongside the target action.
  • AccessKeep all product features available to visitors.
  • Separate testsTest the toggle's design, color or placement separately.

Setup mistakes to avoid

  1. 1Do not hide shared or critical features completely; that could mislead visitors.
  2. 2Make the view-switching control easy to find.
  3. 3Set sample-size and stopping rules before launch; do not stop at the first significant result.
  4. 4Keep the number of products fixed; test only how differences are displayed.
  5. 5Keep the table readable on mobile.