All Latest 608 A/B Tests

In this experiment, a larger vs smaller font size for the yearly price was tested. Impact on annual subscription clicks was measured. (The experiment has been inverted to fit the pattern.)

The control had a clickable link "Use discount code" which would reveal an input field for a coupon code. The variation removed this link and input field. Impact on purchases was measured. (Desktop only)

In this experiment, different reassurance messages were shown at the bottom of the add-to-cart widget on a product page. The variation emphasized full refunds for faulty or misrepresented items.

In this experiment, two changes were made to the checkout page: (1) the minimum basket size requirement was made more visible using a floating element, and (2) an additional threshold was introduced to encourage customers to add more items by offering a free gift at a higher spend level. The impact on sales was measured.

In this experiment, a pricing table (an upsell of product protection plan coverages) was tested against a more explicit yes/no toggle for including the plan. Impact was measured on adds to cart, orders, and upsell rate, using an 80/20 traffic split.

In this experiment (1) the zip code field position was moved up, right below the last name. And (2) entering the zip code would populate the state and city using an autofill API call. Impact on orders completed was measured.

In this experiment, two types of UI filters for metal color choices were shown at the top of product listing pages. One variant only used category labels, while the other variant combined images with labels to reinforce the categories. Impact on filter usage, adds to cart and sales were measured.

In this experiment, search results and listing pages received two additional filters to remove out-of-stock and in-store-only items. This reduced the number of results shown by default. The impact on add-to-cart actions, checkout flows, and completed sales was measured.

In this experiment, a single inline page navigation (going to external sub pages) was replaced with multiple and repeated inline page navigations (that linked within the same page). Impact on adds to cart an sales was measured.

In this experiment, a horizontally scrolling set of products was replaced with an expanded and more visible grid of suggested products - enabling more discovery. 

In this experiment, 96 hours before the end of a promotion, a countdown timer was displayed on the desktop with a 80/20 split. Also excluded new users. Impact on sales was measured.

In this experiment, reassuring copy was added to 2 of 3 pricing plans of a contract cancellation service. The copy was translated as "Cancellation guarantee. Contract cost coverage and legal support included!” Impact on overall revenue was measured.

In this experiment, the homepage interaction, headline, and images were changed. In the control, users saw a single “Shop Now” button leading directly to products. In the variation, users first chose between “Reset” or “Lose Weight,” then selected a duration in days before being shown products. The impact on sales was measured.

In this experiment, a series of brand logos with links to product listing pages were added - enabling another layer of search. Impact on products purchased was measured.

In this experiment, price was made more visible using size and a higher contrast color. Impact on progressions and bookings was measured.

In this product detail page experiment, the variation showed a tooltip icon. Upon hovering on the icon it expanded additional information explaining the difference between pay in full and pay per shipment. Impact on sales was measured. 

A less expensive product choice (club duration) was added at the beginning of the options. Impact on adds-to-cart, sales and revenue were measured.

In this experiment, product pages (variant) asked users if they were interested to see holiday gifts with two buttons. Upon clicking "yes", the UI expanded to make another choice in order to see gifts for: Her, Him or Kids. Clicking any of these three would send users to dedicated listing pages with more product recommendations. Impact on sales was measured.

In this experiment, the control contained a headline with a somewhat ambiguous choice, asking users to "Login or Register". Whereas the variation communicated a simpler action headline: "Let's go". Down funnel impact was measured (post-registration) on product page views and adds to cart. (This also was an irregular split ratio; not a 50/50 split)

In this experiment, 4 selling points were added at the top of product details pages. Clicking on them would launch a modal with more details.