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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.

113 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
winner

Product: Product Page

Problem: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.

TrustE-commerce
winner

Product: Product Page — "In X Carts" Social Proof Message

Problem: Users on the product need validation from others before committing — without visible proof of success, they hesitate.

Social ProofE-commerce
loser

Product: Product Page

Problem: The information hierarchy on the product may not match how users actually scan and process the content.

LayoutE-commerce
winner

Product: Product Page

Problem: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.

CTAE-commerce
winner

Product: Product Page

Problem: The information hierarchy on the product may not match how users actually scan and process the content.

LayoutE-commerce
loser

Product: Product Page

Problem: Users on the product need validation from others before committing — without visible proof of success, they hesitate.

Social ProofE-commerce
winner

Product: Product Page

Problem: Users arriving at the product can't efficiently find what they're looking for, increasing bounce rates.

NavigationE-commerce
loser

General: Potentially Confounded Button Color A/B Test

Problem: The primary call-to-action on the general isn't converting at its potential — design, copy, or placement may be the bottleneck.

CTAE-commerce
winner

Product: Product Page

Problem: Users arriving at the product can't efficiently find what they're looking for, increasing bounce rates.

NavigationE-commerce
winner

General: CTA Button Optimization

Problem: The primary call-to-action on the general isn't converting at its potential — design, copy, or placement may be the bottleneck.

CTAE-commerce
winner

Home landing: UX Pattern Optimization

Problem: How "Ux pattern optimization" is implemented on the home landing can meaningfully affect conversion — this element is worth testing.

LayoutE-commerce
winner

Product: Product Page

Problem: Key actions on the product disappear as users scroll, creating a gap between intent and the ability to act.

NavigationE-commerce
winner

Product: CTA Button Optimization

Problem: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.

LayoutE-commerce
loser

Product: Product Page

Problem: Users arriving at the product can't efficiently find what they're looking for, increasing bounce rates.

FormE-commerce
loser

General: Big Navigation A/B Test With 8 Confounded UI Changes

Problem: Users arriving at the general can't efficiently find what they're looking for, increasing bounce rates.

NavigationE-commerce
loser

Product: Product Page — : Floating Buy Box

Problem: Key actions on the product disappear as users scroll, creating a gap between intent and the ability to act.

LayoutE-commerce
winner

Listing: Listing Page

Problem: How "Listing page" is implemented on the listing can meaningfully affect conversion — this element is worth testing.

FormE-commerce
loser

Product: Product Page

Problem: Visual emphasis on the product may not be drawing attention to the right elements — size, color, and contrast guide the eye.

Copy & MessagingE-commerce
loser

Product: CTA Button Optimization

Problem: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.

CTAE-commerce

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