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In this experiment, a handful of customers and contributors from GoodUI were added on a pricing page to test the effect on sales.

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, realtime social proof information has been added below an add-to-cart button. The variation shows how many users that have viewed, or placed a product into their basket. Translated to "4 visitors have this product in their shopping cart."

In this experiment, registered trial users were shown a 65 minute counter on multiple pages (dashboard, listing, quiz, articles) encouraging them to get a full subscription and study all content. Both A and B experiences offered the same limited content for trial users. After the 65 minutes came to an end, the B variation showed an additional "Go Premium" button on all pages, but continued to offer the same limited content.

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

In this experiment on a contract cancellation funnel, one field was removed - a secondary contract ID. The control and variation both had a primary "customer ID" with which to identify and cancel someone's contract with.

In this experiment, 3 additional course links with descriptions were added to the homepage. The idea was to increase course sales aside of the Saas subscription signups.

In this experiment, multiple elemenets were removed from the bottom of the cart page. This was done to see if they were potential distractions that hindered the purchase process. The elements included such things as: Order details (visible on other pages), large product photo, a "what you receive" section with selling points, more reassurances, and a newsletter subscribe box.

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, 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.

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 users saw a sticky bar advertising the benefits of a Premium account across the bottom of the website, wherever they navigate. The sticky call to action appeared with a 4 second delay and was floating.

In this experiment on Valk Exclusief's web site, a reason was provided for why the e-mail address is being collected. Google translation of the added text is as follows: "If your e-mail address is not yet known to us, we will ask you to add some missing information. Then you immediately benefit from our benefits such as the ValkLoyal savings program."

In this experiment on Valk Exclusief's web site, a transparent overview of the benefits for booking hotels was shown. The copy translates to: "Why should you book here? - 5€ Loyalty Discount - Best Price Guarantee - Discount On Packages - No Reservation Costs. Valk is a 150 year hotel chain in the Netherlands.