All Latest 617 A/B Tests

The control had a clickable link "Use discount code" which would reveal an input field for a coupon code. The variation removed this link and input field. Impact on purchases was measured. (Desktop only)

The control had a clickable link "Use discount code" which would reveal an input field for a coupon code. The variation removed this link and input field. Impact on purchases was measured. (Mobile only)

The control had a clickable link "Use discount code" which would reveal an input field for a coupon code. The variation removed this link and input field. Impact on purchases was measured. (Mobile only)

The control had a clickable link "Use discount code" which would reveal an input field for a coupon code. The variation removed this link and input field. Impact on purchases was measured. (Desktop only)

In this experiment, two changes were made to the checkout page: (1) the minimum basket size requirement was made more visible using a floating element, and (2) an additional threshold was introduced to encourage customers to add more items by offering a free gift at a higher spend level. The impact on sales was measured.

In this experiment (1) the zip code field position was moved up, right below the last name. And (2) entering the zip code would populate the state and city using an autofill API call. Impact on orders completed was measured.

In this experiment (1) the zip code field position was moved up, right below the last name. And (2) entering the zip code would populate the state and city using an autofill API call. Impact on orders completed was measured.

In this experiment, a floating "Confirm Payment" button was added on the last step of a checkout flow. The button appeared with two different states: in a disabled state, leading to the terms and conditions; and in an active state, after checking off the terms. Impact on purchases was measured. 

In this experiment, a breadcrumb was replaced with a circular progress bar (arguably more visible overall steps; but less visible/clickable accomplished steps). Impact on transactions was measured.

In this experiment, two sets of distractions were removed from the checkout put. First, the search bar was removed from the top of the screen. Second, a series of app links were also removed from the bottom of the screen near the footer. Impact on checkouts was measured.

In this experiment, a 3 step progress bar was added at the top of an ecommerce checkout funnel. Impact on checkout progression and completed sales was measured.

In this experiment, 4 accepted credit card icons were added to an add-to-cart and checkout flow. Impact on sales was measured.

In this experiment, a less visible (ghost button style) legal confirmation box, was tested against a more visible one (filled state with higher contrast). Impact on error rates (from submitting an incomplete form) and sales was measured.

In this experiment, the order of the checkout flow was rearranged. In the control the first step of the checkout flow started with the shipping information step, followed by greeting card selection. In the variation this was rearranged (hypothesis was that the greeting card step was easier). Impact on sales was measured.

In this experiment, the font of the euro cents amount was made smaller. Additional copy was also added underneath the price reinforcing that tax was already included in the price. Impact on transactions was measured.

In this experiment, copy around an upsell was changed from using "optional" to "our recommendation for you". The idea was to recommend two upsells with more confidence. Impact on the two upsells (secure, and express) as well as overall transactions was measured.

This was an experiment on the first checkout step where users would enter shipping information. The control had a longer footer with more additional sitewide links and a call to action to a newsletter. The variation removed these elements and kept the focus on the shipping information task. Impact on progression to next step and sales was measured.

In this experiment, a "most popular" badge ("am beliebsten") was appended to the middle plan of a contract cancellation service. Impact on overall purchases and revenue was measured.

In this experiment, a thanking confirmation message was appended at the top of the checkout screen of a local food delivery service. Impact on completed transactions was measured.

In this experiment, the choice of adding a product to cart was confirmed with a further positive message in the header of the next step (on the add to cart page). Once users left the product detail page, instead of simply stating the product name, the title was rephrased as "Product [X] Makes a Great Gift. They'll Love It!". I view this as a higher "intensity" experiment, given that the add-to-cart page was in some way already confirming the choice. Impact on sales was measured.