All Latest 539 A/B Tests

In this experiment, the right vs left position of a form (at the bottom of a landing page) was a/b tested. Impact on progression and form completion was measured.

In this experiment, a preset coupon code with -15% amount and an easy to "apply" button was shown to new users who have never made a purchase. In the variation, the an empty coupon field was shown. Impact and transactions and revenue was measured.

In this signup flow experiment, form fields on the right hand side (control) were shifted to the left column (variation). Impact on account creations and checkouts was measured.

In this experiment, some side column filters were made more visible by being automatically expanded. These included: brand, price and country of manufacturing.

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 order of two signup pages was tested: plan selection vs account creation. Here we have the account creation step first in the control and the the plan selection step first in the variation. (I flipped these around to match the pattern). Impact on signups was measured.

In this experiment, a club subscription duration was preselected to 6 in the variation. The control had no club durations preselected. As a result of preselecting a club duration, a more visible price also appeared at the top (sooner in the variation). Impact on sales was measured.

In this experiment two sections of a form on a single page (control) were broken out into 2 separate steps (variation). The two sections included personal details and shipping information. This step appeared after having received a product recommendation when filling out a questionnaire for a skin care product. Impact on next step progression and purchases was measured.

In this experiment, a section dedicated to choosing gift messages was taken out and separated into its own individial step. The change happened on the first step of a checkout flow and increased the flow by an additional step. Impact on checkouts and total sales was measured.

In this experiment, a password field was removed from a signup / account creation step. Instead of asking for a password, users received an email with an auto-generated password. This experiment ran on mobile and impact on sales (post-signup) was measured.

In this experiment, a right side form shifted in position to the left. Impact on leads was measured.

In this experiment, a more difficult step of a contract cancelation service flow was rearranged toward a later step. In the variation, the easier step (hypothetically) with personal details and address fields was placed as the first step. Whereas the step with contract or account numbers (hypothetically more difficult) were placed as the second step.

In this shopping cart experiment, a tall footer was completely removed. The footer contained elements such as: app download links, a newsletter signup, secondary web site links, trust symbols, social media icons and company contant information. Impact on sales was measured.

In this experiment, a question about a customer's reason for purchase was broken out into a separate step and moved earlier in the process. In the control, this question was asked in the final checkout step along with a plan selection (Step 4 of 4). In the variation, this question was shifted as a standalone first step (Step 1 of 5). Impact on completed purchases was measured (for a contract cancellation service in this case).

In this experiment a dynamic canned response was added to a lead form. The contents of the copy reflected a handful of user choices from other form field selections. Impact on leads / form submissions was measured.

In this experiment, the course enrollment start date was moved from step 2 to step 1 of an enrollment / checkout flow. The test was run by Designlab - that offers design courses and education with a strong element of mentorship. Impact on progression to next step and completed transactions were measured.

In this experiment, an "optional" label was shown near a message form field. Impact on overall leads was measured (requesting experts).

A birthdate field was removed during a signup process for a paid contract cancellation service. Impact on progression (next step) and sales (completed transactions) was measured.

Do fewer confirmation form fields matter? In this experiment, redundant password and email confirmation fields were removed during a signup / checkout funnel. Impact on signups was measured.

Does adding Google's address auto complete functionality to an address field help with higher form completions? This auto fill feature has been tested in the variation of a contract cancellation funnel. After selecting an auto completed address from a pulldown menu, the following fields were preselected: house number, zip code, city and country (potentially lowering friction?). Impact on successful form completions (contract cancellations) has been measured. Notice how the form also expanded progressively upon selecting the complete address in the variation.