All Latest 615 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. (Desktop only)

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 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 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, 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, 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.

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.  

In this experiment, top-aligned field labels were tested against floating labels (with labels floating inside the form field itself).

In this simple experiment, a highly visible coupon field was replaced with a less visible (but clickable) link in the variation. Clicking on the link would show the coupon field. Impact on sales and revenue was measured.

In this simple [inverted] experiment, the variation organized the form fields into a single column. The control had two columns of form fields.

In this experiment, a fully visible coupon field (A) was made less visible by turning it into a default collaped link (B). Clicking on the link caused the coupon field to appear.

In this test the coupon field was replaced with a small link that would bring the field back if needed. This is a more suble approach than just completely removing the coupon field. It still allows for the use of coupon fields by those customers which are truly searching for a way to enter their aquired codes.

Kyle's team changed a donation form for the Barack Obama 2012 campaign from a single step to a 4 step one. The 4 steps were: amount, personal information, billing information and occupation/employer.

"Our plan was to separate the field groups into four smaller steps so that users did not feel overwhelmed by the length of the form." - Kyle Rush