What effects can you expect from A/B tests?

Actively updated insights from 432 A/B tests :)


Small or Big

Small Tests

+3.9%

Generic Median Effect

(432 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

+3.2%

Generic Median Effect

(194 tests)

Replacing

+5.1%

Generic Median Effect

(191 tests)

Removing

+3.3%

Generic Median Effect

(24 tests)


Desktop or Mobile

Desktop Only

+3.9%

Generic Median Effect

(361 tests)

View Desktop Patterns

Mobile Only

+3.7%

Generic Median Effect

(274 tests)

View Mobile Patterns

Desktop + Mobile

+3.9%

Generic Median Effect

(412 tests)

View All Patterns

By Change Types

Form

+3.3%

Generic Median Effect

(62 tests)

View Form Patterns

Headline

+5.9%

Generic Median Effect

(13 tests)

View Headline Patterns

Pricing

+4.4%

Generic Median Effect

(37 tests)

View Pricing Patterns

Popup

+4.1%

Generic Median Effect

(10 tests)

View Popup Patterns

Personalization

+6.3%

Generic Median Effect

(6 tests)

View Personalization Patterns

Layout

+1.4%

Generic Median Effect

(25 tests)

View Layout Patterns

Button

+5.1%

Generic Median Effect

(61 tests)

View Button Patterns

Photos

+3%

Generic Median Effect

(29 tests)

View Photos Patterns

Copy

+4%

Generic Median Effect

(137 tests)

View Copy Patterns

Interaction

+3.9%

Generic Median Effect

(39 tests)

View Interaction Patterns

By Screen Types

Home & Landing

+7.3%

Generic Median Effect

(116 tests)

View Home & Landing Patterns

Content

+7.3%

Generic Median Effect

(11 tests)

View Content Patterns

Product

+3.8%

Generic Median Effect

(100 tests)

View Product Patterns

Checkout

+0.2%

Generic Median Effect

(36 tests)

View Checkout Patterns

Listing

+3.9%

Generic Median Effect

(56 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

(56 tests)

View Signup Patterns

Pricing

+4.9%

Generic Median Effect

(18 tests)

View Pricing Patterns

Global

+8.4%

Generic Median Effect

(14 tests)

View Global Patterns

By Metric Types

Progression

+8.8%

Generic Median Effect

(203 tests)

View Progression Patterns

Leads

+4.8%

Generic Median Effect

(107 tests)

View Leads Patterns

Signups

+3%

Generic Median Effect

(86 tests)

View Signups Patterns

Sales

+3.3%

Generic Median Effect

(210 tests)

View Sales Patterns

Engagement

+1.5%

Generic Median Effect

(14 tests)

View Engagement Patterns

Revenue

+7.2%

Generic Median Effect

(21 tests)

View Revenue Patterns