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In this experiment, existing reassurance copy was changed. The control contained copy that focused on splitting payments and paying over time. The variation challenged this and showed a best price guarantee and the ability to earn credits. 

In this experiment, a floating page level navigation was added near the top of the product pages (under the main image). The navigation links included: Overview, Itinerary, What's Included, Operator, Reviews and Availability. Impact on next step progression was measured.

Instead of only displaying sort and filters at the top of a listing page, the variation always had them visible with a sticky/floating interaction. Impact on sales was measured.

In this experiment, an inline panel was shown as a product tile. The panel informed customers about a variety of payment options (with detailed information being further presented after a button click). Impact on sales was measured.

In this experiment, a modal based message was shown to encourage extra products being added as complementary upsells. In the control, the promotion text appeared at the bottom as red text ("Buy one, get up to two 50% Off"). Whereas in the variation, specific products were shown on the modal (post add-to-cart). Impact on adds-to-cart, sales and average revenue was measured.

In this experiment, social proof copy was added just below product photos. The copy emphasied that "3 million satisfied customers" and "10 million deliveries since 2003". Impact on sales was measured.

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, the earliest availability dates were displayed underneath product tiles on listing pages. This was a/b tested on a car rental service website. Impact on product adds-to-cart as well as transactions was measured.

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 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, infinite scrolling was a/b tested against a paginated one.

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.

This experiment started when users would click add-to-cart on product detail pages. In both the control and variation, a modal would appear. In the control the modal contained a "View Cart and Checkout" button that lead users to the cart page. In the variation the modal showed separate "View Cart" and "Checkout" buttons. The a/b test variation also introduced a green confirmation message about the product being added to cart. Impact on transactions and revenue was measured.
 

This was an experiment on the first checkout step where users would enter shipping information. The control had a longer footer with more additional sitewide links and a call to action to a newsletter. The variation removed these elements and kept the focus on the shipping information task. Impact on progression to next step and sales 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.