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In this experiment, full red background buttons were changed to ghost buttons (red outline and transparent fill)

In this experiment, two different positions of the View Catalog button were compared. In version A the button was smaller and on the right. In version B the button was wider and more central. (The actual test was inverted before publishing to match the A-B of the pattern.)

A contract cancellation landing page was tested for the effect of a single (wider CTA area with a left aligned button) vs two column layout (narrow CTA area with a right aligned button).

In this homepage experiment with a 4-slide carousel, the slides changed every 3.5 seconds and users could also choose another slide manually. In the variations, instead of the 4 slides in the carousel, static images were used to take up the same amount of space.

In this experiment a single screen signup process was broken into 2 separate steps: account creation & details.

In this experiment, the layout was condensed from a taller to a shorter one.

In this experiment, the old flow had a login / register / guest checkout as a second step. The variant B flow removed this step and treated everyone as a guest (and later offered to login / register). In the B version guests had a voluntary registration on the thank you page and in a confirmation email. 

In this experiment, a different style for keyword highlighting was used.

In this experiment, the Yoast team replaced one of the bulleted reassurances on their checkout page ("4.9 out of 5 stars" vs "24/7 Free support"). Raising the question - is free support or high reviews valued more? - Thanks Sjardo & Meike for sharing!

In this test we tested onhover buttons (variant) versus more traditional always exposed and visible ones.

Microsoft Store ran an experiment on the Surface Book 2 product page. The treatment showed a hero image with fewer, yet larger product photos

This test deprioritized the free option (kostenlos) of cancelling a contract. It did so by placing it under the paid options as small text link / radio option.

Microsoft Store ran an experiment on the Office 365 Home product page. The treatment raised the purchase calls to action higher by removing the hero image.

This experiment measured the effect of opening new listing (job applications) in a new tab, against opening them in the same window. The experiment A-B was inversed to match the pattern (in reality, the original already opened the tabs in a new window).

In this experiment, the highly prominent "skip" button was replaced with a less prominent text link. The copy of the skip text link also clarified the consequence of the action - losing out on personalization benefits. More so, the habitual top-right cancel icon was also removed.

In this variation, a longer button label with a clearer benefit was tested against a shorter one.

The idea of this experiment was taking advantage of mobile browser behavior. When a link is open in a new tab on mobile browsers, and users hit the back button, the tab closes and users get back exactly where they were before without any new result page load.

In this variation, the button labels were changed from "Profile" to "View Supplier".