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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.

12 experiments
Winners, losers & inconclusive
Full statistical details
inconclusive+50.0%

Mobile-app-onboarding: The Guardian App Onboarding: Remove 'Start Reading' CTA to Force Registration Awareness

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

LayoutMedia
inconclusive+9.6%

Mobile: Mobile Sitewide

Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.

NavigationEnergy & Utilitiesn=71,104
inconclusive-1.0%

Mobile: Mobile Grid Page Filters

Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.

LayoutEnergy & Utilitiesn=34,638
inconclusive+5.1%

Mobile: DIR - Stacked Mobile Grid

Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.

LayoutEnergy & Utilitiesn=24,993
inconclusive+1.8%

Mobile: Mobile Grid Page

Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.

Mobile UXEnergy & Utilitiesn=20,090
inconclusive+3.1%

Mobile: Force Mobile Chooser

Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.

LayoutEnergy & Utilitiesn=18,942
inconclusive+2.8%

Mobile: Mobile Grid Page Pricing Psychology

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

PricingEnergy & Utilitiesn=16,162
inconclusive-1.2%

Mobile: CTA Button Optimization

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

LayoutEnergy & Utilitiesn=4,412
inconclusive-17.7%

Mobile: Mobile Grid Friendly Progress Bar

Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.

LayoutEnergy & Utilitiesn=2,013
inconclusive

Mobile: DIR - LZ11 Mobile Grid Page

Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.

LayoutEnergy & Utilitiesn=0
inconclusive

Mobile: E64 Mobile 100% Var A

Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.

LayoutEnergy & Utilitiesn=0
inconclusive

Mobile: Mobile Grid Page

Context: Mobile users experience the mobile differently — smaller screens, touch targets, and limited attention require purpose-built design.

LayoutEnergy & Utilitiesn=0

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