Comparing two templates without poisoning the sample
A fair comparative layout audit needs matched traffic windows, not a weekend of leftover visits on the losing theme.
Side-by-side heat maps are persuasive. They are also easy to bias if one template inherits peak traffic and the other scrapes leftovers.
Match the window
For a comparative layout audit we ask clients to run both templates through the same calendar days, or to split traffic evenly. If that is impossible, we document the imbalance in the opening pages of the report and soften comparative claims.
Hold catalogue constant
Comparing a bestseller on template A with a slow mover on template B teaches you almost nothing about layout. Nominate SKUs with similar demand and image counts.
Call differences at module level
Our difference callouts name modules — sticky purchase column, review stars, delivery promise — rather than declaring a “winning page.” Merchandising teams can act on modules; they cannot act on a vague overall score.