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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.

3 experiments
Winners, losers & inconclusive
Full statistical details
inconclusive

Thank you: Autoplay Video

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

ImageryCross-Industry
inconclusive+20.0%

Order-confirmation: Gousto Order Confirmation Page: Reposition Marketplace as Next Step in Order Flow

Context: The first screen of the order-confirmation must immediately communicate value — if it doesn't, users bounce before scrolling.

PricingE-commerce
inconclusive+22.5%

Confirmation page: Gousto: Order Confirmation Page Marketplace Repositioning

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

PricingE-commerce

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