Real experiments. Real outcomes. Actionable patterns. Browse A/B tests with problem-to-solution framing, results, and recommendations for what to test next.
Context: Multi-step processes on the listing can overwhelm users if they can't see how far along they are or how much is left.
Context: Multi-step processes on the product can overwhelm users if they can't see how far along they are or how much is left.
Context: Multi-step processes on the listing can overwhelm users if they can't see how far along they are or how much is left.
Context: Friction during the product process causes users to abandon right when they're closest to converting.
Context: Visual emphasis on the general may not be drawing attention to the right elements — size, color, and contrast guide the eye.
Context: Multi-step processes on the listing can overwhelm users if they can't see how far along they are or how much is left.
Context: The information hierarchy on the listing may not match how users actually scan and process the content.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Problem: Friction during the checkout process causes users to abandon right when they're closest to converting.
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.
Context: How prices are displayed on the product directly influences perceived value and willingness to buy.
Context: Capturing visitor attention on the product with modals or overlays is a balance between engagement and annoyance.
Context: Multi-step processes on the product can overwhelm users if they can't see how far along they are or how much is left.
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.
Context: Friction during the checkout process causes users to abandon right when they're closest to converting.
Context: Key actions on the content page disappear as users scroll, creating a gap between intent and the ability to act.
Context: The information hierarchy on the product may not match how users actually scan and process the content.
Context: Multi-step processes on the product can overwhelm users if they can't see how far along they are or how much is left.
The story behind this win is the iteration discipline. The first attempt at this homepage redesign changed two systems at once (messaging + routing) and produced an ambiguous result: the entry metric moved slightly positive while downstream metrics moved meaningfully negative. The team correctly identified that the routing change — which inadvertently replaced direct links to a personalized plan-search experience with modal-driven entry into a generic flow — was the downstream killer. The iteration restored the original routing and kept ONLY the homepage hierarchy changes. All funnel metrics moved directionally positive in lockstep (entry +2.38%, mid-funnel +7%, conversion +11.81%) — none stat-sig individually but consistent enough across the funnel to justify shipping. Element-level diagnostics confirmed the mechanism: the segment CTAs the team intended to promote saw a 26-30% lift in unique-visitor interaction, while the unchanged hero banner stayed flat (as expected). Two key behavioral observations: (1) page-length reduction surfaced a 4x lift on a previously buried bottom-of-page zip code input — proving the secondary lesson that 'less page' can mean 'more conversion real estate'; (2) desktop strongly outperformed mobile, with the suspected cause being mobile's lead-with-form pattern (zip code above hero) — putting the form before the message creates friction. The broader transferable insight: when a messy test confounds multiple variables, the right move is to isolate one variable in the next test, not to abandon the hypothesis.
Problem: Users can't quickly find relevant products or content on the home landing, leading to frustration and early exits.
Build on what's already been learned. Save your own experiments, surface winning patterns, and make every test count.