Share Your A/B Tests & Get Expert Feedback

Run a New A/B Test

Replicate an existing pattern or discover a new one by running a pre-registered experiment. Receive: Test design review Power calculation review

Submit a Pair of 2 Tests

Share one positive and one negative result you already tested, to receive: Test design review + Iteration suggestion Power calculation review

Open Your Repository

Let us review your past experiments and select 10 (or more) to publish — with your sign-off. Receive: Program level health check Power calculation review

I Want To Run an A/B Test with the GoodUI Community Or Book a 25 min Intro Call

Selected platforms we're working with

and individuals Stanley Zuo

All contributors also receive the following:

Expert Peer Review

Obtain a free test review from leading experts (Ron Kohavi, Lukas Vermeer and Jakub Linowski) on how to run rigorous high-powered experiments.

Better Experiments, Better ROI

MDE range: 1–3%

Run patterns with high positive probability (1–3% MDEs) while learning to design and interpret experiments more rigorously.

📢

Visibility For Contributing

Participants will be acknowledged for each contributed experiment (on GoodUI, LinkedIn posts and papers).

∞

Lifetime Pattern Access

For each test you share, unlock lifetime access to that pattern — including others' test data and future replications.

Power In Numbers

By pooling individual A/B tests, we enable meta-analysis which provides the statistical power needed for a clearer conclusion. Every contribution benefits all.

Discord Community + Monthly Meetup Access

Join a private Discord channel to discuss experiments, share learnings, and connect with other contributing teams. Access to monthly meetups.

Active Replications From the Community

Company	Pattern	Sample Progress	Metric	MDE	Owner	Platform	Status
Coop, Obs	Sticky CTA	1,040,000 / 2,000,000	Add to cart	1.06%		Kameleoon	TESTING
Coop, Obs-BYGG	Sticky CTA	1,950,000 / 2,000,000	Add to cart	0.86%		Kameleoon	TESTING
Metro	Open In New Tab	0 / 1,000,000	Add to cart	1.4%		Gravity Field	TESTING
You	—	—	—	—	—	—	OPEN

Highlighted Contributors

Companies and individuals sharing experiments to advance evidence-based design.

Stanley Zuo Growth Product Manager @ Backstage

Andrey Andreev Head of Internet Merchandising

Julian Gaviria Head of Design @ Thomasnet.com

Melina Hess CRO Manager @ DRIP Agency

Rodrigo Maués Head of Product Design @ Anheuser-Busch InBev

Daniel Shapiro Co-Founder @ Designlab

Craig Kistler 16 tests shared

Ardit Veliu Marketing & Analytics Manager @ Expert Institute

Daria Kurchinskaia Product Manager @ volders GmbH

Alexander Krieger CEO

Niels Hapke CEO @ Kenhub

Joachim Furuseth CRO Manager at Coop Norway

Vinicius Barros Peixoto SEO & Growth Product Manager at VivaRealBrasil

Martin Wong Director or Marketing @ Examine.com

Samuel Hess Founder @ Drip Agency

View all contributors

Featured Patterns Open For Replication

Sticky Call To Action

Where: Product pages
What: With/without sticky add-to-cart button
Metric: Add-to-cart rate

MDE: 1% on conversion metric

Open: Does it work better without features? On product pages vs checkout? With a delayed scroll position?

ACTIVE

Single Or Double Column Forms

Where: Checkout, registration, contact forms
What: Single vs double column form layout
Metric: Form completion rate

MDE: 2% on form completion

Open: Does form length change the effect? Does it differ on mobile vs desktop?

Coupon Code

Where: Checkout pages
What: Reducing/removing coupon code field
Metric: Revenue per user, conversion

MDE: 2% revenue/user, 1% conversion

Open: Does hiding vs removing matter? Impact on cart abandonment?

Page Load Time

Where: Sitewide
What: Measuring impact of 250ms slowdown
Metric: Revenue

MDE: 1% for 250ms slowdown

Open: Does the effect vary by page type? Is it linear or exponential?

Authentic Product Photos

Where: Product pages, landing pages
What: Contextual vs stock photography
Metric: Conversion rate

MDE: 4%

Open: Do AI-generated models perform as well as real photos?

Open Link In New Tab

Where: Any page with outbound links
What: Opening links in new tab vs same tab
Metric: Conversion rate

MDE: 2%

Open: Does link position or context affect the result?

Underline Links

Where: Content pages, navigation
What: With/without underlines on links
Metric: Click-through rate

MDE: 1%

Open: Does color or thickness of underline matter?

Your Pattern

Have a pattern you'd like to replicate? We're open to suggestions. Tell us what you'd like to test.

Suggest a Pattern

Published Research

2026

Power Analysis Is Essential: High-Powered Tests Suggest Minimal to No Effect of Rounded Shapes on Click-Through Rates

Ron Kohavi, Jakub Linowski, Lukas Vermeer, Fabrice Boisseranc, Joachim Furuseth, Andrew Gelman, Guido Imbens & Ravikiran Rajagopal · Econ Journal Watch, 23(1), 139–172

Requirements From Participating Companies

Pre-Registered Test Parameters
We pre-register metrics, power, MDE, and other test parameters before the experiment begins.
Permission To Publish Results
You agree for us to publish the results — whether positive or negative — along with the test design (variations, screens, implementation details, sample size, and metric results).