In this experiment, as a multi-step sign up funnel launched as a modal, there was a different treatment of the background. In the A version the background was a flat color, whereas in the B version the background used a transparent opacity to show through the landing page underneath. Impact on sign ups was measured.

In this 4 step signup funnel experiment, social proof and customer reviews were appended at the bottom of the screen. Impact on conversions 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.