Really Good A/B Test Examples

The world's best curated collection and resource for really good A/B test examples & ideas delivered to your inbox.

Retail & E-Commerce

Nike AB test

E-Commerce Apps

How Nike A/B Tests their recommendations

retail a/b test - checkout flow

Checkout Flow

How Amazon A/B tests their checkout flow

E-Commerce Apps

Add reviews to your product detail pages

E-Commerce Apps

How Talkspace Increased Conversions by 60% With Web A/B Testing

E-Commerce Apps

Prominent Contact Information

E-Commerce Apps

How Etsy A/B test’s their navigation filters

free shipping ab test

ECommerce

A/B Test Idea: Free Shipping Threshhold

casper money back guarantee

Retail Apps

A/B Test Idea: Money Back Guarantee

Revenue

How HelloFresh increased monthly subscription revenue with a redesign

ECommerce

A/B Test Idea: Display Prominent Free Shipping Information

ECommerce

A/B Test Idea: Display Prominent Contact Information

ECommerce

A/B Test Idea: Creating a Prominent Sales Section

ab test idea - different delivery options

ECommerce

A/B Test Idea: Offer more choices for delivery options

AB Test idea - make coupon code less prominent

Pricing

A/B Test Idea: Make your coupon code section less prominent

ab test idea cross selling products

Revenue

A/B Test Idea: Present cross-selling products / services before your customers purchase

ab test idea - add multiple primary ctas

ECommerce

A/B Test Idea: Add multiple primary calls-to-action in your pages

Onboarding

How Duolingo A/B tested delayed sign-ups to drive growth

ab test idea pay in instalments

ECommerce

A/B Test Idea: Allow customers to pay in instalments

AB test idea - offer free in store pickup

ECommerce

A/B Test Idea: Offer in-store pick-up

A/B Test idea: abandoned cart emails and push notifications

Revenue

A/B Test Idea: Deliver abandoned cart emails/pushes to recover potential sales

ab test idea share your purchase

Referral

A/B Test Idea: Offer incentives to share

AB test idea narrow product search

UX/UI

A/B Test Idea: Provide a dedicated search bar for categories of products

ab test idea - make your price changes stand out

Pricing

A/B Test Idea: When prices have changed, have it stand out

Onboarding

Consumer Apps

How Foursquare A/B tests' their permissions screens

Retention / Engagement

AB Test - Starbucks

Food Apps

How Starbucks A/B tests their promotions

duolingo streaks ab test

Education Apps

How Duolingo A/B tested their push notifications to retain users

ab test idea confirmation email

Revenue

A/B Test Idea: Reassure your customers with post-purchase confirmation page and email

Before, the app would ask for permissions without any context as to why. Users were more inclined to hit “Don’t Allow” out of habit. The updated versions gives users a message before the opt-in pop-up occurs so they understand why providing access is important.

Onboarding

How Houseparty A/B tested their onboarding flow to improve push opt-in and contact list access by 9%

loyalty program ab test

Loyalty

A/B Test Idea: Loyalty Programs

Engagement

How Houseparty doubled their users friend requests with A/B testing

entertainment app ab test - login

Entertainment Apps

How Vanity Fair A/B Tests' their onboarding flow

entertainment ab test app - freemium

Entertainment Apps

How Spotify converts their freemium uses into subscribers with A/B tests

Netflix’s Secret to Crafting Addicting User Experiences

Entertainment Apps

How Netflix runs A/B tests across all channels

ab test idea - use your own points system

Loyalty

A/B Test Idea: Experiment with using your own currency / points system to drive loyalty

CRO Tactics

CRO

A/B Test Idea: Change Your CTA Size

Headline copy ab test

CRO

A/B Test Idea: Homepage Headline Copy

cta buttons

CRO

A/B Test Idea: CTAs in your blog content

CRO

A/B Test Idea: Experiment on your CTA text

GIF a/b test idea

CRO

A/B Test Idea: Experiment with GIFs

salesforce free trial length experiment

CRO

A/B Test Idea: Experiment on length of free trial

CRO

A/B Test Idea: Long vs Multi-step form

CRO

A/B Test Idea: Form placeholder text

CRO

retentionretetA/B Test Idea: Background image

CRO

A/B Test Idea: Carousel images

CRO

A/B Test Idea: Pop-up modals

CRO

A/B Test Idea: Utilize Chatbots to drive conversions

CRO

A/B Test Idea: Use a Banner / Sticky Bar to Drive Conversions

Quality Assurance of Apps

CRO

A/B Test Idea: Adding security badges / trust marks

CRO

A/B Test Idea: Re-arranging order of elements

CRO

A/B Test Idea: Hiding elements

CRO

A/B Test Idea: Leveraging videos

featured on product hunt

Social Proof

A/B Test Idea: Social Proof Indicators

Forms

A/B Test Idea: Test number of fields

CRO

A/B Test Idea: Moving CTAs to the bottom of your landing page

CRO

A/B Test Idea: Exit Intent Popup

CRO

A/B Test Idea: 7 experiment ideas for your login page

CRO

How Groove used real customer feedback to build their landing page

ab test idea - reduce number of default choices on homepage

CRO

A/B Test Idea: Use the principle of default bias in your pricing pages

AB Test idea Trim the number of categories in your navigation bar

CRO

A/B Test Idea: Trim the number of categories in your navigation bar

ab test idea - loss aversion

CRO

A/B Test Idea: Use the loss aversion psychological tactic

ab test idea - add multiple primary ctas

CRO

A/B Test Idea: Add multiple primary calls-to-action in your pages

ab test idea ab test idea - create sense of urgency

CRO

A/B Test Idea: Create urgency by adding a time constraint for your offers

ab test idea - reduce number of default choices on homepage

UI/UX

A/B Test Idea: Reduce the number of default products on your home page

ab test idea make cta buttons contrast

CRO

A/B Test Idea: Make your CTA buttons contrast in color and size

CRO

A/B Test Idea: Restructure your main navigation menu

ab test idea display only important navigation elements

UI/UX

A/B Test Idea: Remove dropdown menus from your homepage navigation bar

AB test idea display likes or reviews for social proof

Social Proof

A/B Test Idea: Display the number of likes in your product pages

ab test idea share your purchase

Referral

A/B Test Idea: Offer incentives to share

ab test idea allow to personalize by removing options

UI/UX

A/B Test Idea: Allow the removal of elements rather than adding to personalize plans

ab test idea consolidate similar functions

UI/UX

A/B Test Idea: Consolidate copy or calls to action that are similar

ab test idea place ctas above the fold

UI/UX

A/B Test Idea: Your CTAs should be above the fold

ab test idea - use human faces that gaze at cta

CRO

A/B Test Idea: Use human faces that gaze towards your CTAs

Pricing

cardless free trial experiment

Pricing

A/B Test Idea: Experiment on length of free trial

free shipping ab test

Pricing

A/B Test Idea: Free Shipping Threshhold

Chick-Fil-A A/B Test

Pricing

How Chick-Fil-A increased mobile payments by 6%

casper money back guarantee

Pricing

A/B Test Idea: Offer a Money Back Guarantee

Pricing

A/B Test Idea: Test how requiring credit cards affect your free trial conversions

Pricing

A/B Test Ideas: Leverage the principle of anchoring prices to make the overall amount seem smaller

Pricing

A/B Test Idea: Display the highest price first

Pricing

A/B Test Idea – Reduce the number of your plans

ab test idea - make your free plan less visible

Pricing

A/B Test Idea: Make your free plan less prominent

AB test idea - remove pricing from decimals

Pricing

A/B Test Idea: Remove decimals from your pricing

ab test idea - name your plans appropriately

Pricing

A/B Test Idea: Name your pricing plans to align with the market you’re in

ab test idea - free upgrades

Pricing

A/B Test Idea: Offering Free Upgrades

ab test idea - different delivery options

Pricing

A/B Test Idea: Offer more choices for delivery options

ab test idea pay in instalments

Pricing

A/B Test Idea: Allow customers to pay in instalments

ab test idea decoy pricing plans

Pricing

A/B Test Idea: Display a decoy product to change perceived value of other plans

ab test idea - change pricing to daily

Pricing

A/B Test Idea: Breakdown the cost of your plans daily costs

ab test idea - sort prices by descending order

UI/UX

A/B Test Idea: Sort your prices in descending order as the default

ab test idea personalize your messaging with customer's names

CRO

A/B Test Idea: Personalize your product experience using your customer’s names

ab test idea - offer high quality images for your customers to zoom in

CRO

A/B Test Idea: Offer high quality images of your products to zoom in

ab test idea - mouse over information

CRO

A/B Test Idea: Display more information when hovering over a product

ab test idea - help guide your audience's decision

CRO

Guide your audience’s thought process before asking them to decide

ab test idea - use visuals to help guide decisions

UI/UX

Use a pictogram to persuade users how simple a process or task is

ab test idea - using testimonials and reviews as social proof

Social Proof

Use expert reviews or testimonials as social proof to help guide your users purchasing decisions

ab test idea display how many customers you have for social proof

Social Proof

A/B Test Idea: Let your visitors know how many happy customers you have

SaaS Apps

CRO

How Groove used real customer feedback to build their landing page

CRO

How Unbounce A/B Tested asking for a tweet vs an email address

CRO

How Hubspot A/B tested the best way to gather reviews

ab test idea use visual cues for ctas

CRO

A/B Test Idea: Nudge your visitors with a CTA with arrows and other cues

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