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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.

40 experiments
Winners, losers & inconclusive
Full statistical details
loser

Listing: Listing Page — Ghost Buttons

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

CTATravel
loser

Signup: Signup — Signup, This Experiment Suggests

Problem: The registration experience on the signup asks too much too soon, causing potential users to drop off.

LayoutTravel
loser

Home landing: Social Proof Display

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

Social ProofTravel
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.

LayoutTravel
loser

General: Navigation Structure Test

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

NavigationTravel
winner

Product: Product Page

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

Social ProofTravel
winner

Home landing: Hero Image Variation

Problem: The first screen of the home landing must immediately communicate value — if it doesn't, users bounce before scrolling.

ImageryTravel
loser

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.

FormTravel
winner

Home landing: Navigation Structure Test

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

FormTravel
winner

Home landing: Navigation Optimization

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

NavigationTravel
winner

Signup: CTA Button Optimization

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

CTATravel
winner

Signup: Explainer Video Addition

Problem: Visual elements on the signup aren't doing enough to communicate value, build trust, or guide users toward the next step.

ImageryTravel
loser

Product: Product Page

Problem: This product has conversion optimization opportunities worth testing.

LayoutTravel
loser

Listing: Listing Page — One Modal Too Far: Booking's Rejected Destination Overlay Experiment

Problem: Capturing visitor attention on the listing with modals or overlays is a balance between engagement and annoyance.

LayoutTravel
winner

Home landing: Search UX Enhancement

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

FormTravel
winner

Product: Product Page

Problem: This product has conversion optimization opportunities worth testing.

LayoutTravel
winner

Home landing: Layout Optimization

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

LayoutTravel
winner

Home landing: Search UX Enhancement

Problem: Users can't quickly find relevant products or content on the home landing, leading to frustration and early exits.

FormTravel
winner

Home landing: Search UX Enhancement

Problem: Users can't quickly find relevant products or content on the home landing, leading to frustration and early exits.

LayoutTravel
winner

Product: Product Page

Problem: How users find their way around this product determines whether they reach the content or product they came for.

NavigationTravel

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