What effects can you expect from A/B tests?

Actively updated insights from 571 A/B tests :)


Small or Big

Small Tests

+3.4%

Generic Median Effect

(571 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

+2.4%

Generic Median Effect

(263 tests)

Replacing

+3.9%

Generic Median Effect

(278 tests)

Removing

+3.8%

Generic Median Effect

(28 tests)


Desktop or Mobile

Desktop Only

+3.4%

Generic Median Effect

(462 tests)

View Desktop Patterns

Mobile Only

+3.4%

Generic Median Effect

(376 tests)

View Mobile Patterns

Desktop + Mobile

+3.3%

Generic Median Effect

(563 tests)

View All Patterns

By Change Types

Form

+3.2%

Generic Median Effect

(83 tests)

View Form Patterns

Headline

+4.3%

Generic Median Effect

(17 tests)

View Headline Patterns

Pricing

+4.3%

Generic Median Effect

(52 tests)

View Pricing Patterns

Popup

+2.7%

Generic Median Effect

(12 tests)

View Popup Patterns

Personalization

+3.1%

Generic Median Effect

(12 tests)

View Personalization Patterns

Layout

+5.7%

Generic Median Effect

(32 tests)

View Layout Patterns

Button

+4.3%

Generic Median Effect

(78 tests)

View Button Patterns

Photos

+2.6%

Generic Median Effect

(53 tests)

View Photos Patterns

Copy

+3.4%

Generic Median Effect

(190 tests)

View Copy Patterns

Interaction

+3.7%

Generic Median Effect

(87 tests)

View Interaction Patterns

Social Proof

+1.1%

Generic Median Effect

(48 tests)

View Social Proof Patterns

By Screen Types

Home & Landing

+6.1%

Generic Median Effect

(135 tests)

View Home & Landing Patterns

Content

+7.3%

Generic Median Effect

(11 tests)

View Content Patterns

Product

+3.2%

Generic Median Effect

(158 tests)

View Product Patterns

Checkout

+0.2%

Generic Median Effect

(51 tests)

View Checkout Patterns

Listing

+4%

Generic Median Effect

(78 tests)

View Listing Patterns

Thank You

+9.9%

Generic Median Effect

(4 tests)

View Thank You Patterns

Shopping Cart

+3.7%

Generic Median Effect

(21 tests)

View Shopping Cart Patterns

Signup

+2.4%

Generic Median Effect

(68 tests)

View Signup Patterns

Pricing

+5.3%

Generic Median Effect

(21 tests)

View Pricing Patterns

Global

+6.1%

Generic Median Effect

(20 tests)

View Global Patterns

By Metric Types

Progression

+8.5%

Generic Median Effect

(285 tests)

View Progression Patterns

Leads

+5.1%

Generic Median Effect

(117 tests)

View Leads Patterns

Signups

+2.9%

Generic Median Effect

(95 tests)

View Signups Patterns

Sales

+2.6%

Generic Median Effect

(324 tests)

View Sales Patterns

Engagement

+1.5%

Generic Median Effect

(14 tests)

View Engagement Patterns

Revenue

+5.8%

Generic Median Effect

(33 tests)

View Revenue Patterns