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SaaS & B2B

One-Column or Two-Column Sales Page: A/B Test Example

A side column can keep related information close to the main sales narrative, but may compete for attention.

  • SaaS & B2B
  • Purchase conversion rate (CR)

Control vs Variant

How the blocks are arranged is the variable.

Changed
Layout
Page
SaaS & B2B
Difference
changed

Hypothesis

A single column offers a more linear path while making supporting content less prominent. Define what goes in the side column in advance; removing information and changing layout are not the same treatment.

How to run this test

Primary metric

Purchase conversion rate (CR)

Compare purchases among eligible assigned visitors on the same sales page.

Other metrics

  • Key section view rateMeasure whether a predefined section enters the viewport using the same rule in both layouts.
  • Active time on pageExclude passive background-tab time and read active time alongside conversion and section visibility.
  • Supporting-content action completionCompare predefined actions such as downloading a resource or opening a reference.

What to check before and during the test

  • LayoutCompare the current two-column layout with one predefined single-column layout.
  • Supporting contentChoose where the content remains accessible and record any unavoidable visibility change.
  • Page lengthMeasure access to key sections rather than relying only on raw scroll percentage.
  • Primary actionKeep the copy, offer and CTA behavior unchanged.
  • Eligible devicesExclude devices that already render the same single-column layout.

Setup mistakes to avoid

  1. 1Do not change page copy along with the column layout.
  2. 2Keep useful side-column content accessible.
  3. 3Do not compare layouts on mobile devices where both arms already become one column.
  4. 4Do not generalize from one page type to every sales page.
  5. 5Do not remove navigation needed for accessible use.