All Latest 539 A/B Tests

In this experiment, some side column filters were made more visible by being automatically expanded. These included: brand, price and country of manufacturing.

In this experiment, two different navigation defaults were tested against each other. In one version we can see 1) more popular products with 2) more categorical granularity being shown in the expanded state. In the other version we see "new products" being shown as the default (with a lot fewer product subcategories) to choose from.

In this experiment, a less visible (ghost button style) legal confirmation box, was tested against a more visible one (filled state with higher contrast). Impact on error rates (from submitting an incomplete form) and sales was measured.

In this experiment, a simple product category link was added on product detail pages. These links linked to listing pages with more of a similar product type. Impact on sales was measured.

In this experiment, the order of the checkout flow was rearranged. In the control the first step of the checkout flow started with the shipping information step, followed by greeting card selection. In the variation this was rearranged (hypothesis was that the greeting card step was easier). Impact on sales was measured.

In this experiment, a static category theme image at the top of a listing page was tested against the same page but without the extra image. Impact on sales was measured.

In this site wide experiment, logged out customers were directed to sign in with the help of a top navigation callout. The experiment was triggered for anyone who saw the callout message. After signing in, the user would 1) remain on the same screen they were on and 2) the top header slightly changed to show a logged in state (with their orders, favorites and active username). Impact on successful logins and overall purchases was measured.

In this experiment, the presence of a search bar was tested against no search bar altogether. The control had search, and in the variation it was removed. The variation also exposed items from within the "Need Help?" menu, making "My account", "Contact Us" and "FAQ" more prominent.

(Here the AB test is inverted / flipped to match the pattern). 

In this experiment, the font of the euro cents amount was made smaller. Additional copy was also added underneath the price reinforcing that tax was already included in the price. Impact on transactions was measured.

In this experiment, the order of two signup pages was tested: plan selection vs account creation. Here we have the account creation step first in the control and the the plan selection step first in the variation. (I flipped these around to match the pattern). Impact on signups was measured.

In this experiment, conversational filters were tested at the top of some listing pages. Instead of showing one set of product filters, customers were shown three sets of product questions. After selecting each answer, product results would narrow and update further down on the page. Impact on adds to cart and sales were measured.

In this experiment, copy related to payment duration types (paid in full or ongoing) was changed. In the the control, one of the option used the "Pay in Full" copy, whereas the variation changed this to "One-time payment". Impact on sales was measured.

In this experiment, a feint gray background search bar was replaced with a higher contrast one containing a blue border and a filled blue color button style.  Impact on searches and purchases was measured. (Inverted to fit the Filled-vs-ghost button pattern).

In this experiment, a club subscription duration was preselected to 6 in the variation. The control had no club durations preselected. As a result of preselecting a club duration, a more visible price also appeared at the top (sooner in the variation). Impact on sales was measured.

In this desktop experiment, 4 product tiles per page (control) were tested against 6. Impact on sales was measured.

In this experiment, copy around an upsell was changed from using "optional" to "our recommendation for you". The idea was to recommend two upsells with more confidence. Impact on the two upsells (secure, and express) as well as overall transactions was measured.

In this experiment, a "most popular" badge ("am beliebsten") was appended to the middle plan of a contract cancellation service. Impact on overall purchases and revenue was measured.

In this experiment, people who saw an offer (in an email or popup) would see a more visible site wide reinforcement of their earned discount being active. In the control, the discount was only shown during checkout. In the variation, it was shown throughout the web site on the homepage and product detail pages.

In this experiment, the click area of job listing tiles was expanded to the size of the full job tile. In the control, the click area was smaller - mostly only the job headline, along with additional "view more" links on the right hand column. Clicking the tile or headline would open up a new job details page in both control and variation. Impact on progression and membership sales was measured.

In this experiment of a floor cleaning product, a reassurance about product uses was appended to two cleaning agent upsells. In the control users saw the 2 standard upsells for laminate and tiles. And in the variation the copy "Right for me. 100x Cleanings" (uses) was appended.