Product: Product Page
Hypothesis
If we test a similar change on our product pages as rejected, we should be cautious
Test Results
Key Learning
Problem: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.
What was tried: rejected this UI change (Aug 13, 2019). Rejection suggests the change underperformed the control
Why it failed: The control was closer to optimal for this audience. Test more conservative variations next time.
How to Apply This to Your Site
This test showed that product: product page hurt conversions. The change was tested on a product page page in the travel industry. Avoid replicating this exact approach — instead, consider testing the opposite direction or a more subtle variation.
Before you test: Consider that form tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
Button label tests are easy to setup, including this one that ran on their property listing pages. In total we detected that they a/b tested 3 variations against the original control. One month later, all treatment variations were rejected suggesting that the "Reserve" button defended its superior performance.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
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Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.
Checkout: Top Aligned Labels
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Home landing: Natural Language Forms
Context: Multi-step processes on the home landing can overwhelm users if they can't see how far along they are or how much is left.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.