netflix-rejects-their-new-layout-in-this-a/b-test

In their control version (A) we can see a pricing plan layout with the core features listed once and then referenced under each plan. In the variation however (B), the same information and labels were re-organized and repeated into three self-contained tiles.

One could argue that the A version makes comparison a little easier. This is even more evident in the mobile views where the A version had a floating plan selector that acted as a reference point. In other words, when users scroll on mobile, they would always see comparable information between all three plans (without needing to scroll up and down).

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