Ali Demirbaş - Lab
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Home & Landing

Zigzag Section Layout vs Consistent Alignment A/B Test

Alternating text and images from side to side may make section boundaries easier to scan, but it also changes the reading direction from one section to the next.

  • Home & landing
  • Primary action completion rate

Control vs Variant

How the blocks are arranged is the variable.

Changed
Layout
Page
Home & landing
Difference
changed

Hypothesis

Test whether the layout helps visitors reach the main action; longer time on page alone does not show that they read more.

How to run this test

Primary metric

Primary action completion rate

Compare whether alternating image and text placement changes completion of the target action.

Other metrics

  • Scroll depthCheck whether more visitors reach the bottom of the page.
  • Section visibilityMake sure visitors continue to see the sections.
  • Time on pageRead longer time alongside completion; it can indicate interest or difficulty.
  • Page load timeCheck that the layout change does not increase render time.

What to check before and during the test

  • AlignmentAlternate the left-right placement of the same images and copy.
  • Section setKeep the number and order of sections, copy and images unchanged.
  • Visual weightKeep image sizes and text widths comparable.
  • ProgressMeasure section visibility; do not treat visibility as reading.
  • Eligible layoutsExclude mobile layouts where both arms collapse to the same single column.

Setup mistakes to avoid

  1. 1Do not change layout and section count together.
  2. 2Do not add irrelevant images just to create a zigzag layout.
  3. 3Do not compare a zigzag variant on mobile when both layouts become single-column.
  4. 4Keep reading order consistent; do not randomly switch image-first and text-first by section.
  5. 5Do not sacrifice keyboard or screen-reader order for visual layout.