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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.

162 experiments
Winners, losers & inconclusive
Full statistical details
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: 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: 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: 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: 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: 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: 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

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

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
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
winner

General: CTA Button Optimization

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
winner

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.

LayoutE-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

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
winner

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
winner

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.

NavigationTravel
winner

Home landing: UX Pattern Optimization

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

LayoutE-commerce
winner

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.

LayoutTravel
winner

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
inconclusive+32.5%

Multiple: Insurance Funnel CRO: Multi-Product Quote and Checkout Optimization

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

FormFintech

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