Portfolio Case Study

A/B Testing Product Listing Pages

Product listing pages are often the first decision point in an e-commerce journey. This project tested whether adding visual context directly inside listings could increase engagement and reduce unnecessary navigation.

AB Tasty GA4 CRO UX Testing Product Analytics
Video Experiment Walkthrough Variants, tracking and results

A future walkthrough will compare the four variants and explain how engagement and navigation were measured.

The Challenge

Listing pages lacked visual context and created extra friction.

The original product listing page mainly displayed product names grouped by category. Users had to open product detail pages to access images, specifications and richer context.

This additional step made the journey longer, limited immediate product understanding and reduced the page's ability to support fast comparison.

Place the original listing page or the initial user journey here.

The Hypothesis

More visual context could improve engagement and product discovery.

Make product families easier to understand
Shorten the user journey
Increase interactions on listing pages
Improve conversion signals
Compare UX effort against business impact
Place the hypothesis framing, wireframes or design exploration here.

Experiment Design

Four listing page variations were tested.

Variant 01 / 04

Static Category Image

A simple image gives immediate visual context without changing the navigation behavior.

Place a side-by-side visual of the four tested variants here.

Measurement

The test focused on engagement, navigation and conversion quality.

The experiment was tracked with analytics events and conversion indicators to understand both short-term interactions and downstream impact.

The goal was not only to identify a winning design, but also to understand which type of visual assistance created useful behavior.

  • Click-through rate on visual elements
  • Image interaction rate
  • Average time on listing page
  • Bounce rate
  • Click rate to product detail pages
  • Add-to-cart and conversion rate
Place the experiment setup, tracking events or reporting view here.

Results

The interactive variants generated stronger engagement signals.

Time on page
+8%

Static visuals helped users spend more time understanding the listing.

Image interactions
Higher

Pop-in and panel variants encouraged users to interact with visual content.

Navigation quality
Better

The strongest variants reduced unnecessary visits to product detail pages.

Place the final performance comparison or decision dashboard here.

My Contribution

From hypothesis to tracking and analysis.

Experiment Framing

Defined the UX problem, test hypothesis and decision criteria.

100%

Variation Logic

Structured the tested versions around clear interaction models.

95%

Analytics Review

Compared engagement, navigation and conversion indicators.

90%

Conclusion

Visual assistance can make listing pages more useful.

The test showed that product listing pages can do more than redirect users to product detail pages. When visual content is introduced at the right moment, users gain context earlier and can make better decisions with less friction.

The strongest learning was that interaction design matters as much as content: a visual element becomes more valuable when it is easy to access, contextual and connected to the user's browsing intent.