Discover UI Design Decisions Of Leading Companies,
From Leaked Screenshots & A/B Tests.


Showing 100 results

Leak #100 from   |   Nov 9, 2023 Global

Walmart Ran This Big Navigation A/B Test With 8 Confounded UI Changes - Rejecting It

Walmart ran a larger redesign experiment of their navigation. If I observed correctly after triple checking, it was a leap variation with at least 8 changes grouped together. Unfortunately, as of this month it seems that the experiment has stopped with no sight of the variation - hinting at a rejection for whatever reason. In retrospect, I do have some ideas along with my personal and mixed bets on these UI changes. All in all, I suspect a possible confounding situation with some negative changes cancelling out the positive. View Leak

Leak #99 from Https://   |   Oct 25, 2023 Home & Landing

Booking A/B Tests A Highly Prominent Deals Page And Possibly Rejects It

Booking ran a very prominent header experiment on their homepage. In this experiment they directed more traffic towards a dedicated deals page. View Leak

Leak #98 from   |   Oct 16, 2023 Product

One Possible Reason Why Etsy's Floating Buy Box UI Was Rejected

Etsy recently ran an experiment were they floated their buy box on product detail pages. It's a pattern with a pretty good track record of delivering positive results across past experiments. But as many patterns, it doesn't always win. And in Etsy's case, two months after first detecting their experiment, it also seems that they might have rejected their variation - hinting at a superior control. View Leak

Leak #97 from   |   Sep 14, 2023 Home & Landing

Booking A/B Tests Rounded Corners On Multiple Elements

So this little big Booking experiment finally happened: sharp edges vs softer and rounded ones. View Leak

Leak #95 from   |   Jul 12, 2023 Listing

Booking A/B/C/D Tests And Detects A Better Calendar Widget

Booking has been testing at least 3 variations of their calendar widget - a key component that affects availability and prices of rooms. In a nutshell, the variations explored ways of letting users express more flexible date inputs in at least two ways: using day ranges and wider months. The concept looks very similar to what Airbnb has rolled out over a year ago. View Leak

Leak #94 from   |   Jun 9, 2023 Product

Amazon A/B Tests And Rejects Wider And Smaller Product Titles

Amazon has been noticed a/b testing their product titles styles with at least 3 variants. The first variation stretched the width of the product title. The second variation decreased the font size. While the third variations combined both changes together - possible checking for interaction effects. View Leak

Leak #93 from   |   May 16, 2023 Product

Walmart A/B Tests Shipping Choices Vs Shipping Reassurances

Walmart recently ran an a/b test on their product detail pages that showed shipping information in two different styles. On one hand (here shown as A) shipping options were shown as a button choice. Whereas in the variation, all shipping information was fully expanded and readable bullets. View Leak

Leak #92 from   |   Apr 12, 2023 Product

Amazon A/B Tests Wider Buy Boxes On Their Product Pages

Amazon was noticed A/B/C testing at least 2 wider buy box variations on multiple product detail pages. This was an interesting "intensity" experiment where the same hypothesis (related to layout column widths) was varied with 2 intensities. View Leak

Leak #91 from   |   Mar 1, 2023 Product

Etsy A/B Tests "In X Carts" Social Proof Message

Etsy has been a/b testing a simple and common social proof element on some of their product pages. They showed how many users have recently added an item in their shopping carts.  View Leak

Leak #90 from   |   Feb 21, 2023 Product

Etsy Discovers That Showing Price Ranges Might Be Inferior

Perhaps this little and rejected a/b test by Etsy might teach us something about price formatting. Sometime in August of 2022 I noticed that some of Etsy's product pages showed price ranges. In other words, prices were showing both low and high end prices for products with customizable options. View Leak

Leak #89 from   |   Jan 2, 2023 Product

Bol A/B Tests A Bigger Add-To-Cart Button That Is Rejected

After detecting some success with a more padded button, Bol continued their a/b test iteration. The Dutch online retailer ran an experiment with an even wider add-to-cart button on their product pages. View Leak

Leak #88 from   |   Oct 25, 2022 Product

Etsy Rejects Additional Customer Review Filters After This A/B Test

Etsy ran this a/b test where they showed additional customer review filters on selected product detail pages. The test was eventually rejected it seems. View Leak

Leak #87 from   |   Sep 26, 2022 Product

Amazon A/B Tests Bottom Aligned Product Thumbnails

Amazon attempted an image thumbnail experiment on their product pages. Instead using traditional left aligned thumbnails, they shifted them below the main image and increased their size. This is very similar to the left vs bottom thumbnail pattern we started tracking this year. View Leak

Leak #86 from   |   Sep 14, 2022 Listing

Walmart A/B Tests 4 vs 3 Column Listing Pages

Walmart just ran their very own 4 vs 3 column experiment on some of their listing pages. The a/b test seems to have had a similar hypothesis about product tile density to what Etsy ran just a few months ago. View Leak

Leak #85 from   |   Aug 16, 2022 Product

Etsy A/B Tests And Implements Required Field Labels

Here is a very tiny a/b test from Etsy - the marking of two product personalization fields as required using red asterisks. If I had to guess, I'd expect the effect on checkouts was probably very small if any (based on the pattern data so far). View Leak

Leak #84 from   |   Jul 19, 2022 Home & Landing

Airbnb Retests The Infamous Infinite Scroll

I believe Airbnb just a/b tested infinite scrolling and rolled it out. Sometime this year they evolved their homepage to include specific property listings. As  these property tiles appeared, a month ago I also managed to capture a screenshot of two versions of their homepage: one with 40 results per page that would load more listings with a "Show More" button; and another version with an endless or infinite scroll.  View Leak

Leak #83 from   |   Jul 7, 2022 Listing

Etsy A/B Tests 5 Vs 4 Listing Tiles

Etsy continues to run interesting and highly isolated layout experiments on their product listing pages. This time around they tested 5 product tiles per row against 4 tiles. View Leak

Leak #82 from   |   Jun 28, 2022 Product

Walmart A/B Tests Popular Product Tags

Walmart was noticed running a product detail page experiment with an added "popular picks" badge. The badges were added to some products based on some undecipherable logic. Other products would also sometimes show "best seller" badges, including being shown together. View Leak

Leak #81 from   |   Jun 8, 2022 Product

Amazon A/B Tests And Rolls Out Extra Product Information On Book Pages

Amazon ran an experiment where they showed additional product information on books. This included such structured information as: language, publisher, publication date, dimensions, etc. View Leak