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


Showing 97 results

Leak #77 from   |   Feb 22, 2022 Product

Amazon Discovers A Better Product Option Selector In This A/B Test

Amazon has been experimenting with different formatting of product choice selections. Think of books being customized as hardcover, audio or paperback. Think of product quantities and colors. I've been observing Amazon run a sequence of such similar tests over the last few months and here is one such experiment with at least 3 properties that now have been implemented - hinting at higher optimality. View Leak

Leak #76 from   |   Feb 4, 2022 Product

Bol A/B Tested A More Padded Button

Last year I captured this button experiment from Bol (a leading online retailer in the Netherlands). They tested a smaller button with less padding against a slightly more bloated one. It's now clear that the variation was rolled out completely - consistent with the bigger form fields and buttons pattern. View Leak

Leak #75 from   |   Jan 11, 2022 Product

Amazon A/B Tested This Bigger Price Style

I managed to capture this exciting little big price styling experiment from Amazon before it wrapped up this week. What looks like a small change actually has a few interesting differences packed into a single variation which you can see below. View Leak

Leak #74 from   |   Dec 22, 2021 Product

Etsy A/B Tests Smaller & Shorter Product Titles

Etsy just ran a simple little experiment that changed their product titles into smaller and truncated ones. The outcome looks like it has been rejected so something didn't work out here. View Leak

Leak #73 from   |   Dec 9, 2021 Home & Landing

Walmart A/B Tested This Winning Homepage

Walmart a/b tested a new version of their homepage which I managed to capture screenshots of. Generally speaking, the new variation is basically longer with more types of products, more results, and a greater distinction between products and categories. After waiting a few weeks, we can also confirm that the new version was implemented - suggesting a possible improvement. View Leak

Leak #72 from   |   Oct 27, 2021 Product

Etsy A/B Tests A Different Price Style

Etsy just ran an a/b test of how prices were displayed on their product pages. The three related changes were detected as a single variation and it now seems like the experiment ended up being rejected - suggesting a loss or insignificant outcome. Although the changes were confounded, based on some positive data related to showing availability, perhaps removing the "In stock" copy was one change too many. Here is what the experiment looked like: View Leak

Leak #71 from   |   Oct 1, 2021 Home & Landing

Airbnb Discovers A Better Way To Let Customers Explore Listings

It looks like Airbnb once again ran an exciting experiment where they sought a better way to let customers explore property listings. I managed to detect an a/b test with changes to the homepage button which then spilled over into more changes on the listing page. I'll also admit that I am not 100% sure whether this was one bigger experiment on both pages or two separate ones. Either way, here are some of the particular differences I found really interesting ... View Leak

Leak #70 from   |   Sep 7, 2021 Listing

Airbnb A/B Tests More Filters On Their Listing Screens With This Outcome

Here is a filter experiment I managed to detect on Airbnb's listing pages a few months ago. At the outset it looks like Airbnb was simply trying to add more filter options, but in reality there are at least three changes confounded together. If we break these changes up into individual patterns we might learn that some of them might be better than others. Perhaps this combination or interaction of both negative and positive changes could be an explanation as to why it looks like the variation was eventually rejected. View Leak

Leak #69 from   |   Aug 11, 2021 Home & Landing

Airbnb Runs A Successful Leap Redesign Experiment For New Hosts

Airbnb just completed testing and rolling out a successful variation for their new host landing page. The interesting thing about this experiment is that it was a leap a/b test containing many changes (some of which are being followed up with small scale a/b tests as I'm writing this). Here is my take on some of the changes along with the corresponding patterns. View Leak

Leak #68 from   |   Apr 20, 2021 Home & Landing

Airbnb A/B Tests And Rejects A Natural Language Form

Airbnb just completed an interesting experiment on their Become A Host landing page. They replaced a simple headline with a more dynamic natural language form that provided a sense of how much money someone could make from hosting their place. View Leak

Leak #67 from   |   Mar 29, 2021 Product

Amazon A/B Tests And Rolls Out Product Reassurances

Amazon (Canadian) recently ran this A/B test where they added these three little reassurances on some of their products. This experiment is similar to the maturing Benefit Bar pattern that addresses common objections to a purchase. View Leak

Leak #66 from   |   Mar 18, 2021 Product

Airbnb Once Again Rejects Next Available Date Suggestions

Once again Airbnb a/b tested an idea of surfacing the next available dates near their calendar picker. And once again the experiment looks like it was rejected just like previously. View Leak

Leak #65 from   |   Nov 24, 2020 Product

Etsy A/B Tests A Winning Shipping Timeline

Etsy ran an interesting experiment on their product pages by trying to clarify the shipping process. In this a/b test we can see that the control version displayed a simple delivery range with text. Whereas the variation displayed a linear shipping timeline with 3 steps - possibly creating a stronger sense of urgency. Checking up on this a few months later, we detected that the variation was implemented. View Leak

Leak #64 from   |   Oct 19, 2020 Listing

Amazon A/B Tests The List Vs Grid Layout

A month ago I managed to detect this classic list vs grid layout experiment on two of Amazon's product listing pages. I learned that this a/b test ran at least on two random queries such as "tools for mechanics" and "sports gear". Today, the grid layout view now looks like it was implemented. View Leak

Leak #63 from   |   Sep 23, 2020 Product

Bol Replicates Airbnb's Experiment Which Confirms A Better Customer Rating Format

Bol has been noticed a/b testing at least 3 different versions of customer rating formats on their product detail pages. More interestingly, whether the e-commerce giant is aware of it or not, this can be considered a direct replication of a very similar Airbnb A/B test ran in the past. View Leak

Leak #62 from   |   Sep 17, 2020 Home & Landing

Airbnb Gets Creative In This Multiple Variation Homepage Experiment

I love how Airbnb balances formal controlled experiments (containing single isolated changes) with more exploratory ones such as on this one here. They just completed a creative homepage experiment where they tested multiple variations with multiple changes of which I will show a selected few for simplification. View Leak

Leak #61 from   |   Sep 10, 2020 Product

Etsy's Product Quantity Options Receive A Confirmation From This A/B Test

Etsy was noticed a/b testing a product quantity pulldown menu on some of their products. Customers were basically given the option to purchase more than one item. View Leak

Leak #60 from   |   Sep 3, 2020 Product

Airbnb Rejects Auto Suggested Dates In This Failed A/B Test

Not all experiments succeed including this one that Airbnb recently ran on their property pages. Their a/b test was automatically suggesting a next available date below the "Check Availability" button when someone didn't already have any chosen dates. A month later however, the experiment completed and was rejected. View Leak

Leak #59 from   |   Aug 19, 2020 Product

Amazon Discovers That Showing Structured Product Details Is Better

Amazon has been seen a/b testing the addition of product details or technical specifications, visibly above the fold. In this captured screenshot for example, we see such technical information as storage size, model numbers and types of interfaces. Interestingly, this change was rolled out when the experiment finished - hinting at a positive probability. View Leak

Leak #58 from   |   Aug 10, 2020 Product

Airbnb A/B Tests And Discovers That A Higher Button Position Is Better

Airbnb ran this wonderful experiment on one of their primary reservation buttons. The A/B test adjusted the position of the button, shifting it higher on all property pages - which was implemented once ended.  View Leak