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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.

80 experiments
Winners, losers & inconclusive
Full statistical details
inconclusive

Home landing: Visible Search

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

NavigationCross-Industry
inconclusive

General: Where Should We Send Your Code

Context: Multi-step processes on the general can overwhelm users if they can't see how far along they are or how much is left.

LayoutCross-Industry
inconclusive

General: Consistent System Fonts

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

LayoutCross-Industry
inconclusive

General: Source Personalized Testimonial

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

Social ProofCross-Industry
inconclusive

General: Localized Greeting Headline

Context: The headline on the general may not resonate with what users actually care about or address their top objections.

Copy & MessagingCross-Industry
inconclusive

General: Source Personalized Headline

Context: The headline on the general may not resonate with what users actually care about or address their top objections.

Copy & MessagingCross-Industry
inconclusive

General: Temporary Sign In

Context: Multi-step processes on the general can overwhelm users if they can't see how far along they are or how much is left.

LayoutCross-Industry
inconclusive

General: Combined Social Signup & Login

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

LayoutCross-Industry
inconclusive

General: Benefit-Lead Labels

Context: Form input design on the general affects completion rates — label placement, validation timing, and field clarity all matter.

FormCross-Industry
inconclusive

Home landing: Local Headline

Context: The headline on the home landing may not resonate with what users actually care about or address their top objections.

Copy & MessagingCross-Industry
inconclusive

Home landing: Surfaced Content

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.

LayoutCross-Industry
inconclusive

General: Personalized Greeting Headline

Context: The headline on the general may not resonate with what users actually care about or address their top objections.

Copy & MessagingCross-Industry
inconclusive

General: Product Size References

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

LayoutCross-Industry
inconclusive

Home landing: Full Height False Bottom

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.

LayoutCross-Industry
inconclusive

Home landing: Problem-Solution Headline

Context: The headline on the home landing may not resonate with what users actually care about or address their top objections.

Copy & MessagingCross-Industry
inconclusive

Home landing: Example Situations

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.

LayoutCross-Industry
inconclusive

General: Auto Focused Form Field

Context: Each additional form field adds friction to the general, increasing the chance users abandon before completing their submission.

FormCross-Industry
inconclusive

Home landing: Empowering Headline

Context: The headline on the home landing may not resonate with what users actually care about or address their top objections.

Copy & MessagingCross-Industry
inconclusive

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.

FormCross-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

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