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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

In this listing page experiment, Airbnb tried an very similar search interaction that is already present on Booking.com'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