The Latest A/B Tests

In this experiment, a simple progress bar was added to a 2nd step of contract cancellation funnel. The progress bar used separate styles to show which steps were completed, what the current step was, as well as the future step.

Translation of the 3 steps from German are as follows:

1. Fill out the termination
2. Send termination
3. Proof of termination

Microsoft Store ran an experiment on the Surface Book 2 product page. The treatment showed a hero image with fewer, yet larger product photos

This experiment reduced the search form by removing the distance field.

This test deprioritized the free option (kostenlos) of cancelling a contract. It did so by placing it under the paid options as small text link / radio option.

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.

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.

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.

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.

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.