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The A/B Test Library

Real experiments. Real outcomes. Actionable patterns. Browse A/B tests with problem-to-solution framing, results, and recommendations for what to test next.

59 experiments
Winners, losers & inconclusive
Full statistical details
loser

Product: Product Page

Problem: How prices are displayed on the product directly influences perceived value and willingness to buy.

PricingE-commerce
inconclusive

Product: One Time Payment Copy

Context: How prices are displayed on the product directly influences perceived value and willingness to buy.

PricingCross-Industry
inconclusive

Product: Unit Prices

Context: How prices are displayed on the product directly influences perceived value and willingness to buy.

PricingCross-Industry
winner

Listing: Listing Page

Problem: How prices are displayed on the listing directly influences perceived value and willingness to buy.

PricingTravel
inconclusive

Product: Welcome Discount

Context: Coupon and promo code fields on products can distract users — they leave to hunt for codes, reducing completion rates.

PricingCross-Industry
inconclusive

Home landing: Visible Or Hidden Offer Pages

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.

PricingCross-Industry
inconclusive

Checkout: Pricing Comparison Table

Context: How prices are displayed on the checkout directly influences perceived value and willingness to buy.

PricingCross-Industry
inconclusive

Shopping cart: What It's Worth

Context: How prices are displayed on the shopping cart directly influences perceived value and willingness to buy.

PricingCross-Industry
inconclusive

Product: More Or Fewer Plans

Context: How prices are displayed on the product directly influences perceived value and willingness to buy.

PricingCross-Industry
inconclusive

Product: More Or Fewer Plans on Product Page

Context: How prices are displayed on the product directly influences perceived value and willingness to buy.

PricingCross-Industry
inconclusive

Signup: Payment First

Context: Friction during the signup process causes users to abandon right when they're closest to converting.

PricingCross-Industry
inconclusive

Checkout: Checkout Flow Simplification

Context: Friction during the checkout process causes users to abandon right when they're closest to converting.

PricingCross-Industry
inconclusive

Shopping cart: Free Shipping

Context: Friction during the shopping cart process causes users to abandon right when they're closest to converting.

PricingCross-Industry
inconclusive

Checkout: Currency & Taxes

Context: Friction during the checkout process causes users to abandon right when they're closest to converting.

PricingCross-Industry
inconclusive

Checkout: Less Or More Visible Prices

Context: How prices are displayed on the checkout directly influences perceived value and willingness to buy.

PricingCross-Industry
inconclusive

Product: Lower Price Frames

Context: How prices are displayed on the product directly influences perceived value and willingness to buy.

PricingCross-Industry
winner+8.5%

Pricing Page: Least Or Most Expensive First

Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.

PricingEdTech
winner+8.5%

Pricing Page: More Or Fewer Plans

Problem: How prices are displayed on the pricing page directly influences perceived value and willingness to buy.

PricingFintech
inconclusive

Checkout: Autodiscounting

Context: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.

PricingCross-Industry
winner

Product: Product Page

Problem: How prices are displayed on the product directly influences perceived value and willingness to buy.

PricingE-commerce

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