All Latest 589 A/B Tests

AutoScout24 is Europe’s largest online marketplace for new and used cars. As published by Optimizely, they tested a form pre-filled with text that read: ‘Hello. I am interested in your vehicle. Please contact me. Kind regards.’ 

In this experiment, an editable contract cancellation letter was tested against a non-editable one. The editable letter first appeared in a text state, which required a click on a link in order for it to be transformed into an editable textarea field.

This test explored a progressive disclosure interaction in variation B. When a user started typing text into the first field, two more fields expanded into view.

In this experiment, the same message (with a link) for signing up to a newsletter was shown in two distinct ways. The control (A) showed the signup message as inline one that preceded the content of the article at the very top. The variant showed the same signup message as a scroll-delayed sticky interaction at the bottom of the screen. The background color of the B variant was also inverted to match the style of the footer.

In this experiment, the navigation label was changed from "Network" to "Find Suppliers". The idea was to make use of an action label with a clearer benefit.

In this experiment a more elaborate and authentic testimonial was used instead of three more generic ones from social media sites.

A product landing page with an image was tested against one without - raising the call to action above the fold.

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

In this experiment, a free study guide ebook was promoted on a registration page.

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!