In this experiment, the control shows an (X) close option within a signup flow, whereas the variation had it removed. Clicking the close icon would collapse the signup modal and show the product page. Users were still able use the back and forward functionality.

(The test was inversed in order to fit the pattern). Impact on signups was measured.

In this experiment, product listing were either opened in the same window (control) or opened in a new tab and focused on (variation). Impact on signups and sales was measured.