In this experiment, a video unboxing and product overview video was added on product pages. After pressing play, the video started playing with the controls only appearing for a short time before fading away.

Notice the confounding from pushing the buy box further down.

Impact on adds to cart and sales was measured.

In this experiment, a video unboxing and product overview video was added on product pages. After pressing play, the video expanded to a full column width (taking over the middle column while replacing the 5 small square photo tiles and growing in height.) The video in its play state also contained a prominent (X) icon that allowed users to stop and revert to the original state.

Impact on adds to cart and sales was measured.

In this experiment, additional customer product photos were shown at the top of the product page. A "Show More Photos" button was also added which launched a modal with additional and larger images. Impact on sales was measured.

In this experiment, "persistence" of 4 product choices was added in the variation. When users made a product selection such as: duration, payment terms, starting month or shipping frequency, their choices were remembered and defaulted on next visits, reloads or when viewing other products. Impact on adds to cart and sales was measured.

In this experiment, a 3 step progress bar was added starting on a checkout funnel (dedicated add-to-cart page, greeting card step and order summary). The progress bar also showed any completed steps as a "checked off" state. More so, users were able to use the progress bar as a navigation item to any previously completed and currently active steps. Impact on sales was measured.

In this experiment, social proof copy was added just below product photos. The copy emphasied that "3 million satisfied customers" and "10 million deliveries since 2003". Impact on 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 presence of a search bar was tested against no search bar altogether. The control had search, and in the variation it was removed. The variation also exposed items from within the "Need Help?" menu, making "My account", "Contact Us" and "FAQ" more prominent.

(Here the AB test is inverted / flipped to match the pattern). 

In this experiment, copy related to payment duration types (paid in full or ongoing) was changed. In the the control, one of the option used the "Pay in Full" copy, whereas the variation changed this to "One-time payment". Impact on sales 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.

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, people who saw an offer (in an email or popup) would see a more visible site wide reinforcement of their earned discount being active. In the control, the discount was only shown during checkout. In the variation, it was shown throughout the web site on the homepage and product detail pages.

In this experiments, reinforcing section tiles were replaced with additional customer testimonials. Impact on adds to cart and sales was measured.

In this experiment, instead of showing 12 products per screen (with pagination), the variation showed all 42 products on a single screen. Impact on adds to cart and completed orders was measured.

In this experiment, the variation tracked how many people would add something to cart over the last 24 hours and display that just below the add to cart button. Impact on adds to cart and transactions was measured.

This experiment was technically a larger multi-change one that ran on product detail pages. The control showed an automatically applied coupon (for people opening up targeted emails with the discount). The variation attempted to make this better with the following changes:

1. The discount message shifted closer towards the price / product selection (above the buy box)
2. Removal of sale discount amounts and messages tied to longer durations (6 and 12 month duration)
3. Reinforcing that the actual discount will be calculated further on checkout

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, the size of a saving amount badge was enlarged. Instead of typical badge, the variation stretched the height of the saving information to the full height of the duration selector. The font size was also increased. Impact on overall sales 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.

In this experiment, very short form testimonials (with a reference to over 3 million customers) were replaced with 3 more elaborate ones. These elaborate or benefit testimonials contained: highlighted statements, star reviews, emphasized location, tag summaries and photos of the purchased product. The control also contained a 3 testimonial carousel interaction.

This test appeared at the bottom of a longer homepage with additional product listings above.