All Latest 626 A/B Tests

In this experiment, a two column grid layout (control) was tested against single column layout (variation) with the product information shown to the right. Please note that the screenshot shows repeated products only because it's been sourced from a Figma design file. In reality, the products in the variation were equally diverse as in the control. 

(We've also flipped the A and B to match up with our grid pattern.)

In this experiment, instead of showing 12 products per screen (with pagination), the variation showed all 42 products on a single screen. Impact on adds to cart and completed orders was measured.

In this experiment two sections of a form on a single page (control) were broken out into 2 separate steps (variation). The two sections included personal details and shipping information. This step appeared after having received a product recommendation when filling out a questionnaire for a skin care product. Impact on next step progression and purchases was measured.

This experiment was technically a larger multi-change one that ran on product detail pages. The control showed an automatically applied coupon (for people opening up targeted emails with the discount). The variation attempted to make this better with the following changes:

1. The discount message shifted closer towards the price / product selection (above the buy box)
2. Removal of sale discount amounts and messages tied to longer durations (6 and 12 month duration)
3. Reinforcing that the actual discount will be calculated further on checkout

In this experiment, a section dedicated to choosing gift messages was taken out and separated into its own individial step. The change happened on the first step of a checkout flow and increased the flow by an additional step. Impact on checkouts and total sales was measured.

In this experiment, the size of a saving amount badge was enlarged. Instead of typical badge, the variation stretched the height of the saving information to the full height of the duration selector. The font size was also increased. Impact on overall sales was measured.

In this experiment, a "save 50%" badge was replaced with a "most popular" one with the intent of encouraging more users to select the higher priced plan. Impact on total and annual trial starts was measured.

In this experiment a juice cleanse product (developed by Dr. Ulrike Fischer) was supported with statements and visuals to reinforce her as a doctor and an authority figure. The control only referenced the product itself. Google translations include:

A) Headline: "Reset your body with a juice cleanse"

B) Headline: "The juice cleanse with a scientific basis" 

B) Listed out specific vitamins and supplements.

B) Added Subheadline: "Developed by Dr. Ulrike Fischer, who holds a doctorate in nutritional science" 

In this experiment, the variation remembered and prefilled user's size choices for the duration of the session. The control version always started with a fixed product size value (ex: XS). The variation prefilled them between products or screen refreshes. Impact on sales was measured.

In this experiment, the choice of adding a product to cart was confirmed with a further positive message in the header of the next step (on the add to cart page). Once users left the product detail page, instead of simply stating the product name, the title was rephrased as "Product [X] Makes a Great Gift. They'll Love It!". I view this as a higher "intensity" experiment, given that the add-to-cart page was in some way already confirming the choice. Impact on sales was measured.

In this experiment, an offers page was shifted all the way down inside an expanded mobile navigation. The control showed it at the very top. The variation showed it at the bottom. (Note that  the screen shot shows an already scrolled navigation - in the initial view, users would not be able to see the discount page right away, as it required some scrolling). Impact on overall sales was measured.

In this experiment, product color swatches were replaced with real product photos. Whereas the control showed the colors as more abstract circles. Impact on sales was measured.

The GrowthRock team ran an experiment on one of their client's product detail pages. Instead of using a scrollbar (for mulitple images), clickable product photo thumbnails were used instead. Impact on sales was measured.

In this experiment, very short form testimonials (with a reference to over 3 million customers) were replaced with 3 more elaborate ones. These elaborate or benefit testimonials contained: highlighted statements, star reviews, emphasized location, tag summaries and photos of the purchased product. The control also contained a 3 testimonial carousel interaction.

This test appeared at the bottom of a longer homepage with additional product listings above.

In this homepage experiment a number of changes were introduced - with perhaps the most prominent one being the replacement of a video component with customer review badges. Additional copy changes included reinforcement of the latest version number (v11) throughout the page, as well as a dedicated (v11) section in the middle of the page. Impact on demo signups was measured.

In this experiment, a right side form shifted in position to the left. Impact on leads was measured.

In this product detail page experiment, a number of reassurances were brought out visually in a lined or bulleted way. The 4 reassurances included: free shipping and returns; Made in Germany, 90 Day Returns; and Buy With Invoice (popular in Germany). Impact on revenue per user was measured. The control contained very feint copy (smaller and more subtle) about free shipping.

This experiment explored a pricing layout that enabled more feature comparisons. It also conveyed more clearly which features were missing between plans. The test has been inspired by this Netflix experiment. Impact on sales was measured.

In this experiment, standard $ signs and cents were formatted into a smaller superscript. Impact on add-to-cart and sales was measured.

In this product detail page experiment, reassurances under the add-to-cart button were rearranged. The control contained copy about: free shipping and free returns formatted as two gray boxes, with a variety of payment methods and their corresponding logos underneath.

The variation used a more convention bulleted, line-by-line format. It also contained free shipping and returns, but also elaborated with "100 day returns", an "anti-hole guarantee", and "purchase with invoice" (perhaps more popular in Germany?). Impact on sales was measured.