Real experiments. Real outcomes. Actionable patterns. Browse A/B tests with problem-to-solution framing, results, and recommendations for what to test next.
Problem: Friction during the checkout process causes users to abandon right when they're closest to converting.
Problem: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.
Problem: Users can't quickly find relevant products or content on the checkout, leading to frustration and early exits.
Sticky mobile CTAs can compress time-on-page meaningfully (~15% faster) without sacrificing engagement signals — users converted at a directionally higher rate AND moved through the page faster, suggesting reduced hesitation rather than rushed clicks. The result was shipped via 90/10 holdout monitoring rather than traditional 50/50 A/B inference — the high baseline (~85%) and limited mobile traffic made full A/B underpowered, so the team chose a holdout-validated rollout as the deliberate methodology. Bayesian P(variant > control) was ~0.90, supporting the directional ship call. Worth noting: external research flags sticky CTAs as context-dependent — they help when the primary action is buried below the fold, but can hurt on shorter pages where the original CTA is already visible.
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Problem: Friction during the checkout process causes users to abandon right when they're closest to converting.
Problem: Key actions on the checkout disappear as users scroll, creating a gap between intent and the ability to act.
Problem: The primary call-to-action on the checkout isn't converting at its potential — design, copy, or placement may be the bottleneck.
Problem: The first screen of the checkout must immediately communicate value — if it doesn't, users bounce before scrolling.
Problem: Mobile users experience the checkout differently — smaller screens, touch targets, and limited attention require purpose-built design.
Build on what's already been learned. Save your own experiments, surface winning patterns, and make every test count.