A/B Testing Idea #290 - Whenever possible, prioritise single and vertical columns

Tactic_Whenever possible, prioritise single and vertical columns


Using a two-column layout on your site could disturb the fluency with which the reader absorbs your content as you are splitting their attention between two areas. Rather than leading your visitor's gaze to different areas on the site, streamline your layout and make it as easy as possible for them to process the information. Aligning all information into a one-column layout will keep the layout clean, easy-to-read, and will ultimately result in more visitors engaging and converting.

Inspired by Nick Kolenda 


  • Processing Efficacy (Jacoby & Dallas, 1981)

The Research

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

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