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


Showing 100 results

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

Leak #57 from   |   Jul 14, 2020 Product

Amazon Finally A/B Tests Their Full Vs. Fixed Width Layout In This Experiment

Amazon just completed this wonderful product page layout experiment. The experiment was visible on wider monitors where the main content column was set to either full width (control) or fixed to 1500 pixels (B variation). View Leak

Leak #56 from   |   Jul 7, 2020 Product

Bol Discovers That Showing Product Quantity Options Is Better In This Experiment

In this interesting e-commerce experiment, Bol displayed a simple product quantity option on some of their product pages. When the experiment completed this month, the variation with the change was rolled out - potentially hinting at some positive effect. View Leak

Leak #55 from   |   Jun 28, 2020 Listing

Airbnb A/B Tests And Detects A Better Placement For Saving Properties

It looks like Airbnb just discovered a better placement for the "heart icon" that allows users to save properties to custom lists. Instead of placing the icon directly over property thumbnails (as in the control), it was A/B tested with a rightmost position of a wide listing - and eventually implemented. View Leak

Leak #54 from   |   Jun 15, 2020 Listing

Bol A/B Tests And Rolls Out Expanded Color and Brand Filters

I managed to detect a nice little experiment on Bol's listing screen with at least 2 cascading variations. The experiment expanded more horizontal filters providing customers to narrow their search results with color and brand options. View Leak

Leak #53 from   |   May 25, 2020 Home & Landing

Netflix A/B Tests Displaying A Password Field Which Fails And Gets Rejected

It looks like Netflix has been iterating on showing additional fields upfront on their homepage. After they succeeded at displaying an email address upfront, this experiment now takes next step of showing a password field. The result of the leaked experiment however suggests a negative outcome as they reverted back to the control version - without the visible password. View Leak

Leak #52 from   |   May 4, 2020 Product

Amazon A/B Tests And Keeps Both Add-To-Cart And Buy Now Buttons

Two months ago I managed to detect that Amazon was actually a/b testing the removal of the second "Buy Now" button on a specific product page. Finally today it looks like the experiment has completed with both buttons still being displayed - like in the old days. View Leak

Leak #51 from   |   Apr 21, 2020 Product

How Etsy's Product Page Design Evolved Between 2019 And 2020

I recently found a 2019 product page screenshot from Etsy's which was just asking for a comparison with the newer 2020 version from today. By doing this little exercise we can see how the screen has evolved with numerous UI changes. View Leak

Leak #50 from   |   Mar 30, 2020 Product

Amazon's One Time Purchase Vs Subscription Experiment

In this experiment captured from a random toothpaste product page, Amazon was testing two separate purchase related defaults. Some visitors would be defaulted to a "One-time purchase" buy box (control version). While others would first see a preselected subscription option, encouraging a recurring product purchase (variation B). View Leak

Leak #49 from   |   Mar 23, 2020 Home & Landing

Netflix A/B Tests 4 Secondary Choices - All Of Which Get Rejected

In this experiment, Netflix displayed secondary buttons in at least 4 different ways. The idea might have been related to something written about by Online Dialogue - what Bart Schutz calls Hobson's +1 Choice Effect. View Leak

Leak #48 from   |   Mar 9, 2020 Listing

Airbnb A/B Tests And Implements Customer Rating Averages Above Search Results

In this simple experiment, Airbnb tested the display of customer rarings averages on their search results screen. The tested copy was a form of social proof which showed the average rating of the properties for a given city (defined by the search). View Leak

Leak #47 from   |   Mar 2, 2020 Product

Bol Tests 8 Add-To-Cart Buttons With 1 Winner

Bol, a leading online retailer in the Netherlands, just completed a beautiful experiment with 8 add-to-cart button variations. Two potentially leading variations (C & G) were then retested in a followup A/B test. Today, we have finally detected that the C version ("In winkelwagen" translated to "Add to cart") has been implemented on all product pages. View Leak

Leak #46 from   |   Feb 25, 2020 Home & Landing

Booking Discovers That Two Search Bars Are Not Better Than One

In this experiment Booking added a second search bar on their homepage. The intention might have been to provide users a way to filter more destinations by country. Could this scenario have created an akward uncertainty about which form field to engage with? Whether this explanation is true or not, I'm not sure. What we do know however that in the end, the control version with the single search bar prevailed.  View Leak

Leak #45 from   |   Feb 18, 2020 Home & Landing

Netflix A/B Tests Upfront Email Capture At The Start Of Their Signup Flow And It Succeeds

Once upon a time, Netflix had asked users to enter their email address far down in the signup flow. The email field appeared after a user moved from the hompage, through a series of confirmation steps, and a plan selection - what might officially be counted as the fifth step. All this was challenged with the following experiment where the email field was placed right at the forefront. More so, it also looks like this changed generated some positive impact as it was also rolled out. View Leak

Leak #44 from   |   Feb 10, 2020 Global

Etsy Discovers A Better, Padded And Wider Search Bar In This A/B/C Test

Etsy just completed a cascade experiment with 3 version of their global search bar. Interestingly the cascaded version with all inherited changes, took the lead. View Leak

Leak #43 from   |   Feb 3, 2020 Product

Airbnb Discovers A Better Calendar Picker Component From This UI Experiment

This was a simple calendar picker experiment that Aribnb recently ran and eventually rolled out. The A/B test contains at least 4 simple UI changes which might have contributed to a positive outcome. And so this also shows us what a slightly better UI component looks like. View Leak

Leak #42 from   |   Jan 27, 2020 Product

Airbnb Attempts A Big Property Page Redesign But It Is Rejected After This A/B Test

Over two months ago I managed to detect this exciting product/property page redesign on Airbnb with at least 17 UI changes. Unfortunately, as hard as the Airbnb team must have worked on these layout improvements, we now can see that the experiment has ended and the old control version (A) remains the better performer. View Leak

Leak #41 from   |   Jan 20, 2020 Listing

Airbnb A/B Tests Search With Automatic Prompts Which Gets Rejected

In this listing page experiment, Airbnb tried an very similar search interaction that is already present on's homepage. Instead of only asking users for their destination, the search interaction was extended to prompt for travel dates and number of guests. View Leak