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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.

21 experiments
Winners, losers & inconclusive
Full statistical details
loser-9.0%

Homepage|landing: 'How It Works' Section Removal Hurt -4.6% to -11.7%

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

Copy & MessagingCross-Industry
loser

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

Home landing: Headline & Copy Test

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

FormTravel
loser

Home landing: Form Field Labels

Problem: Each additional form field adds friction to the home landing, increasing the chance users abandon before completing their submission.

FormSaaS
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
loser

Home landing: CTA Button 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.

CTASaaS
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
loser-13.5%

General: Ghost / Outline Buttons Lose to Filled Buttons

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

CTACross-Industry
loser-12.5%

Landing: Video Testimonials Mid-Page on Lead-Gen Forms

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

Social ProofCross-Industry
loser-12.5%

Landing: Social Counts Can Backfire on Lead-Gen Pages (-17.3%)

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

Social ProofCross-Industry
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
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-7.5%

Landing Page: Pricing Display Change

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

PricingEnergy & Utilitiesn=28,875
loser-3.6%

Landing Page: Rate Toggle

Problem: How "Rate toggle" is implemented on the landing page can meaningfully affect conversion — this element is worth testing.

PricingEnergy & Utilitiesn=24,285
loser-8.5%

Landing Page: Social Proof Optimization

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

Social ProofEnergy & Utilitiesn=23,353
loser-4.6%

Landing Page: Grid Attributes

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

PricingEnergy & Utilitiesn=20,307
loser-3.1%

Landing Page: Get Started CTA

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

CTAEnergy & Utilitiesn=20,244
loser-5.4%

Landing Page: Grid Plan Colors

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

Mobile UXEnergy & Utilitiesn=16,890
loser-5.8%

Landing Page: Combination

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

LayoutEnergy & Utilitiesn=15,455
loser-18.9%

Landing Page: Grid vs List Layout

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

LayoutEnergy & Utilitiesn=3,978

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