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In this experiment, a simple pulldown menu (for US state selection) was replaced with all state options shown as selectable buttons. The states were also abbreviated.

In this experiment, a long contract cancellation landing page (control) was broken down into 4 steps with 1 final summary step (variation).

In this experiment, multiple view detail links for a listing tile were turned into higher contrast buttons. 

In this experiment, side-by-side plan features were aligned and changed to a comparison table with checkmarks for easier comparison.

In this experiment, all three prices of each plan were shifted higher for greater visibility.

In this experiment, the idea was to move away from copy that was focusing on the needs of the company ("we need your email") towards copy that hinted at a customer benefit ("create your trial").

This experiment tests the impact of a different paywall screen on iOS. The current control paywall screen for 100% of iOS users was the animated pro screen. In this screen, users see an animation that gives shows glimpses of several Elevate games in action, as well as a bulleted list of key selling points for Pro. The proposed change (variant B) features a swipeable carousel of pages where each page has an image and some accompanying text explaining a different benefit of subscribing to Pro. The hypothesis is that we can lift conversion by showing users the alternate swiping paywall screen.

In this experiment, a fully visible coupon field (A) was made less visible by turning it into a default collaped link (B). Clicking on the link caused the coupon field to appear.

In this experiment, the three pricing plans were condensed into a single recommended plan (annual), with a secondary option to choose the monthly plan.

In this experiment, a list view was tested against a grid view.

In this experiment, the variation exposed 6 of the options from the pulldown menu as tabs.

The change in this experiment was an exposed SEO panel (B) with a number of clickable filter options. 

A "Step X of 4" progress bar was tested against a fully visible one that was also clickable.

In this experiment, a product page showed customer reviews at the bottom of the page (B) instead of hiding them under a tab (A).

In this experiment, the $69 payment was explained as $6 per month over 1 year, and the $89 was explained as $4 per month over 2 years. 

In this experiment a different headline was tested. "Reach Higher Conversions Faster" vs. "Learn From What We Try And Test".

In this experiment, the B version condensed the company listings. This was done by showing less of the description and introducing a "more" and "less" dynamic links that would expand and collapse the description.

In this followup experiment, field labels without and with a marked asterisk were tested.

In this experiment, 4 things were adjusted in the variation: the highest pricing plan was shifted to the left, it was set as the default one, the recommendation was also adjusted to point to the highest plan, and one benefit from the lowest plan was removed (customer support).

In this experiment only the button label changed. The control had a more immediate (next step-oriented) button label of "Upload Your Photos Now". The variation tried a more benefit-oriented button of "Order Now" (hinting at paying and obtaining the product).