What effects can you expect from A/B tests?

Actively updated insights from 497 A/B tests :)


Small or Big

Small Tests

+3.8%

Generic Median Effect

(497 tests)

Big Tests

+13.5%

Generic Median Effect

(50 tests)

The smaller experiments are all sourced from GoodUI and are typically more "isolated" towards a single pattern (with occasional confounding). The bigger experiments are ones which combined as many multiple and positive probability changes into a single variation. These have been sourced from larger optimization projects we've designed and a/b tested over the years.


Adding, Replacing or Removing

Adding

+2.6%

Generic Median Effect

(232 tests)

Replacing

+4.5%

Generic Median Effect

(237 tests)

Removing

+3.8%

Generic Median Effect

(28 tests)


Desktop or Mobile

Desktop Only

+3.7%

Generic Median Effect

(414 tests)

View Desktop Patterns

Mobile Only

+3.6%

Generic Median Effect

(331 tests)

View Mobile Patterns

Desktop + Mobile

+3.7%

Generic Median Effect

(491 tests)

View All Patterns

By Change Types

Form

+3.3%

Generic Median Effect

(77 tests)

View Form Patterns

Headline

+4%

Generic Median Effect

(16 tests)

View Headline Patterns

Pricing

+4.4%

Generic Median Effect

(46 tests)

View Pricing Patterns

Popup

+3.8%

Generic Median Effect

(11 tests)

View Popup Patterns

Personalization

+3.9%

Generic Median Effect

(9 tests)

View Personalization Patterns

Layout

+5.4%

Generic Median Effect

(30 tests)

View Layout Patterns

Button

+5.1%

Generic Median Effect

(67 tests)

View Button Patterns

Photos

+3%

Generic Median Effect

(43 tests)

View Photos Patterns

Copy

+3.6%

Generic Median Effect

(172 tests)

View Copy Patterns

Interaction

+4.9%

Generic Median Effect

(55 tests)

View Interaction Patterns

Social Proof

+0.7%

Generic Median Effect

(44 tests)

View Social Proof Patterns

By Screen Types

Home & Landing

+6.3%

Generic Median Effect

(128 tests)

View Home & Landing Patterns

Content

+7.3%

Generic Median Effect

(11 tests)

View Content Patterns

Product

+3.7%

Generic Median Effect

(124 tests)

View Product Patterns

Checkout

+0.1%

Generic Median Effect

(45 tests)

View Checkout Patterns

Listing

+4.1%

Generic Median Effect

(63 tests)

View Listing Patterns

Thank You

+9.9%

Generic Median Effect

(4 tests)

View Thank You Patterns

Shopping Cart

+3.2%

Generic Median Effect

(20 tests)

View Shopping Cart Patterns

Signup

+2.7%

Generic Median Effect

(64 tests)

View Signup Patterns

Pricing

+5.3%

Generic Median Effect

(21 tests)

View Pricing Patterns

Global

+6.9%

Generic Median Effect

(15 tests)

View Global Patterns

By Metric Types

Progression

+10.1%

Generic Median Effect

(237 tests)

View Progression Patterns

Leads

+4.5%

Generic Median Effect

(111 tests)

View Leads Patterns

Signups

+3%

Generic Median Effect

(90 tests)

View Signups Patterns

Sales

+3.2%

Generic Median Effect

(266 tests)

View Sales Patterns

Engagement

+1.5%

Generic Median Effect

(14 tests)

View Engagement Patterns

Revenue

+7.2%

Generic Median Effect

(29 tests)

View Revenue Patterns