The Latest A/B Tests

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.

In this variation an optional field label was added.

In this followup experiment, field labels without and with a marked asterisk were tested.

The original had no fields marked as required. The variant had all fields marked as required with an asterisk (and a reference note).

In this experiment, field labels without and with a marked asterisk were tested.

In this experiment, 4 things were adjusted in the variation: the highest pricing plan was shifted to the left, it was set as the default one, the recommendation was also adjusted to point to the highest plan, and one benefit from the lowest plan was removed (customer support).

In this experiment only the button label changed. The control had a more immediate (next step-oriented) button label of "Upload Your Photos Now". The variation tried a more benefit-oriented button of "Order Now" (hinting at paying and obtaining the product).

In this experiment, two pricing plans were inverted to show the most expensive plan first (in the variation).

In this experiment a light blue bold link was tested against a darker blue bold link. 

In this experiment, we tested a standard modal (with 2 choices) against a "Maybe Later" one (with 3 choices). One of the choices in the variant allowed users to postpone their decision with a "maybe" which would enable a floating bar at the bottom of the screen. Clicking on any of the "Yes" options would send people to the bottom of the screen with an email signup form. Increasing signup was our primary measure. Both modals also appeared instantly after a page load.

In this experiment, a version without a back button was tested against a one where it was positioned in the upper left corner. This test occured on a second step of a contract cancellation service.

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.

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)