All Latest 620 A/B Tests

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).

Hypothesis: Anonymous users can't use global search while on the home promo page. We believe that if we show a global search bar to anonymous users, it presents a higher converting funnel (guided search) and will increase our sign-up rates significantly.

Control (A): Logged out users don't see global search bar.

Variant (B): Logged out users see global search bar. After searching for a keyword, the signup funnel starts with a more personalized reason to continue the signup process.

The idea of this test was to add a "Viewed" label on a listing page to indicate listings which have already been viewed by users.

Microsoft ran an experiment on their Customer Satisfaction Survey at both support.microsoft.com and answers.microsoft.com (Desktop). The treatment contained two icon labels at the opposite sides of the star rating range (ex: Very Dissatisfied and Very Satisfied) - providing it with additional meaning.

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 experiment, a call to action was repeated at the bottom of the product page. Additional certification icons were also added for additional reassurance.

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

Microsoft Skype ran an experiment for the mobile segment of the Skype application with a treatment having combined icons with corresponding labels. The control only showed icons.

In this experiment, the header navigation links were removed on a landing page in order to provide more focus to the signup form.

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".

This test ran on the Suzuki Swift landing page. In the B variation, extra links with the following copy ‘Discover the <name of car model>’ were added for each sub product. (in Dutch: ‘Bekijk de…’).

This test ran on the first step of a multiple signup funnel and only changed the background to a blurred image.

In this experiment, the carousel items were increased from 12 to 16.

In the variation, the "Help" section was reworded to "How to study".

In the variation, the button label "Upgrade To Premium" was changed to one with a clearer benefit of "Pass The First Time".