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In this experiment, additional (discounted) products were shown at the top of category listing pages with a link to see more such products ("View All Price Drops"). Impact on overall 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.
 

In this experiment, a "most popular" badge ("am beliebsten") was appended to the middle plan of a contract cancellation service. Impact on overall purchases and revenue was measured.

In this experiment, free shipping was a/b tested against free shipping with a 40€ purchase or higher. Hence, in the variation, customers needed reach cart amount to earn the free shipping eligibility. 

In this experiment, the cheapest pricing plan was removed from a set of 2 options. This only left the most expensive pricing plan as the option. Impact on sales and revenue was measured.

In this product detail page experiment a simple subheadline was appended to a new product. The tagline read "Lose weight sustainably and healthily." (Google translated from German "Nachhaltig und gesund Gewicht verlieren."). Impact on sales and revenue 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 list of benefits were shown for each of the 3 plans on the last step of a contract cancelation service. Benefit items not included in the lower plans were also shown with grayed out styles (and an "x"). Clearly the higher paid plan had all the benefits listed. Impact on transactions was measured. 

In this experiment, a list of benefits were shown for each of the 3 plans on the last step of a contract cancelation service. The lowest plan only had one benefit, whereas the highest plan had 3. Impact on transactions 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.

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 a "Free Shipping & Returns" message was added just below the price information. 

In this experiment from Conversionrate.store, the framing of the registration message was changed from a generic account creation one to a specific image selected by the user. The experiment started on a listing page of a stock photography / illustration site. The control showed a more generic message with benefits for signing up and making the purchase. Whereas the variation repeated the actual image that customers clicked on from listing pages - establishing continuity as well as providing a reason for signing up. Impact on sales was measured.

In this simple experiment, a highly visible coupon field was replaced with a less visible (but clickable) link in the variation. Clicking on the link would show the coupon field. Impact on sales and revenue was measured.

In this experiment, the discounted price was shown along with an active promotion. The control only showed that the relative -8% discount was present with the pre-discounted price.

This experiment tested the order of purchase plans. The control version sorted the purchase options by the least expensive while the variation sorted them by the most expensive first. Impact on sales and revenue was measured.

In this experiment, a 3 plan vs 2 plan pricing page was shown to potential customers. Impact on sales and revenue were measured.

In this experiment, the order of pricing plans was rearranged as to show the most expensive one first.

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.