All Latest 631 A/B Tests

A birthdate field was removed during a signup process for a paid contract cancellation service. Impact on progression (next step) and sales (completed transactions) was measured.

Fluke is an industrial manufacterer of measurement and calibration devices and they ran a test on their Amazon store for a series of their prodcts. Instead of using short product names, they tested longer and more descriptive ones. Impact was measured on sales.

In this experiment, pricing plans were laid out horizontally for easier comparison. In the variation, most of the plan benefits, features and differences were also referenced using a single lable that was left-aligned. The idea was to make the variables aligned and therefore more comparable.

This pricing table appeared at the bottom of a long design program landing page. Impact on leads and applications was measured.

In this experiment, popular product category links were added near the bottom of the homepage of an online grocery store - Metro. Impact on completed sales was measured.

CXL ran an interesting experiment that (1) added more specificity on a newsletter subscription page as well as (2) reinforced it consistently. Most visibly, an abstract or vague headline statement (control) was changed to a benefit oriented one - hinting that subscribers will eventually receive valuable case studies. This message was further reinforced with supporting copy that explained where these case studies are obtained from along with the frequency of the delivery. This same message was also reinforced with an image of actual case studies. The call to action button was also adjusted to mimic the benefit.

Impact on newsletter signups was measured.

In this experiment, copy was added which communicated that students signing up for a course would receive extra design resources (the lead magnet). This was added in multiple states of the course page. Impact on lead generation and enrollment was measured.

Do fewer confirmation form fields matter? In this experiment, redundant password and email confirmation fields were removed during a signup / checkout funnel. Impact on signups was measured.

Does adding Google's address auto complete functionality to an address field help with higher form completions? This auto fill feature has been tested in the variation of a contract cancellation funnel. After selecting an auto completed address from a pulldown menu, the following fields were preselected: house number, zip code, city and country (potentially lowering friction?). Impact on successful form completions (contract cancellations) has been measured. Notice how the form also expanded progressively upon selecting the complete address in the variation.  

Should prices be displayed during an editing state on an add-to-cart screen (after adding-to-cart from a product detail page)? In this experiment, club pricing was added and shown in three areas after customers clicked on a small "edit details" links. The control did not have this pricing information (which was only shown on a product detail screen before).

The Volders experimentation team assumed that adding information about how long it might take to get a cancellation confirmation near a CTA Button would result in higher cancellation requests (the paid service being offered).

The variation contained additional copy translated from German to: "Most of our users receive their cancellation confirmation from <vendor> within 14 days by email or letter."

Bottom aligned thumbnails were shifted to the left side on a product image. Doing so, also shifted the product descriptions a little higher. Impact on adds-to-cart and total transactions was measured.

Does linking to a product detail page help? Or should a homepage simply focus on generic lead generation? In this homepage experiment, the presence of a component with a link to a detailed course landing page was tested. Impact on course enrollments was measured.

In this experiment, the copy of an input textarea on a lead form was used to summarize a user's choices. Instead of showing using a generic "Message" statement, the variation use the following formula: "I'm a [Lead Type] located in [State] looking for [Expert Type]. Looking forward to hearing from you today. Thank You." Impact of leads was measured.

Here is a very simple experiment where CDN currency copy was appended to prices being shown on a Canadian ecommerce site. Additional copy ("from Canada") was appended to an existing shipping message.  

Here is an experiment with an added "price per pair" in the context of products with multiple items (packs).A high contrast badge-like copy was appended underneath the price which translates to "only $X per item". Impact on sales was measured.

In this experiment, the pricing of three software plans was consistently framed into a more comparable monthly context. Whereas the control version only showed the total prices for each plan, the variation showed both the total and monthly prices. Impact on sales was measured. 

In this experiment, the annual plan was preselected instead of starting off unselected in the control. Impact on two metrics was measured: any plan and annual plan purchases.

In this experiment, the button width was extended to the full width of the form above. Impact on leads was measured.

In this experiment, an urgency related message with a dynamic countdown timer was added on the final checkout screen. Impact on sales was measured.

In this experiment on a product screen, a message about quality (from the founders) was reformatted to reinforce the "Anti Hole Guarantee" (in the context of socks). The founders were also made more prominent and their signature added as well. Interestingly, the actual guarantee copy (and its important detail about a 6 month product replacement) was present further down on both the control and variation.

The translation of the new copy (Google Translate) reads:

Since we founded SNOCKS, the quality and comfort of our products have always been our top priority. Why? When we both were still studying, we didn't have the money to buy new socks & underpants every 1-2 months. That's why it was clear to us from the start that we wanted to sell quality products that are also extremely comfortable. And just in case something goes wrong, we have decided to introduce an anti-hole guarantee.