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1,100+ A/B Test Results & CRO Research

Evidence-based test ideas, research findings, and best practices — searchable and free.

1,183 results

Research Finding
Loser

Pricing Tests on Product Chart Pages

PricingProduct Chart
Expected lift: 0%-0%
Low confidence
Research Finding
Loser

Copy Tests on Product Chart Pages

CopyProduct Chart
Expected lift: -5%--5%
Low confidence
Research Finding
Winner

Layout Tests on Product Chart Pages

LayoutProduct Chart
Expected lift: -5%-5%
Low confidence
Research Finding
Loser

Form Tests on Personal Info Pages

FormPersonal Info
Expected lift: 0%-0%
Low confidence
Research Finding
Loser

CTA Tests on Product Chart Pages

CTAProduct Chart
Expected lift: 0%-15%
Medium confidence
Research Finding
Loser

Checkout Tests on Checkout Pages

Checkoutcheckout
Expected lift: -5%--5%
Low confidence
Research Finding
Loser

Mobile Tests on Product-listing Pages

Mobileproduct-listing
Expected lift: -15%-0%
Medium confidence
Research Finding
Inconclusive

Homepage Tests on Homepage Pages

Homepagehomepage
Expected lift: 0%-5%
High confidence
Research Finding
Inconclusive

Landing Page Tests on Landing-page Pages

Landing Pagelanding-page
Expected lift: 10%-15%
Low confidence
Research Finding
Winner

CTA Tests on Homepage Pages

CTAHomepage
Expected lift: 55%-180%
Low confidence
Research Finding
Inconclusive

Copy Tests on Other Pages

CopyOther
Expected lift: -20%-30%
Low confidence
Research Finding
Winner

CTA Tests on Landing Page Pages

CTALanding Page
Expected lift: -5%-0%
Low confidence
Research Finding
Inconclusive

Product Comparison Tests on Product-listing Pages

Product Comparisonproduct-listing
Expected lift: 0%-5%
High confidence
Research Finding
Inconclusive

Layout Tests on Landing Page Pages

LayoutLanding Page
Expected lift: -5%-25%
Low confidence
Test Idea

Test: Compare value framing: A) “Smooth your bills” B) “Avoid summer spikes” C) “Stay in control of your e...

accountaccount
High confidence
Test Idea

Test: Optimize digital enrollment flow based on competitive channel insights

formcheckout
Medium confidence
Test Idea

Test: Improve renewal offer presentation to reduce churn

pricingpdp
Medium confidence
Test Idea

Test: Communication: Improve communication regarding bill due dates, auto-pay status, and changes in billi...

layouthomepage
Medium confidence
Test Idea

Test: Increase Transparency: Provide clear and detailed breakdowns of energy usage and costs to help custo...

layouthomepage
Medium confidence
Test Idea

Test: Enhance App Functionality: Work on app improvements, such as fixing bugs, enabling saved payment met...

layouthomepage
Medium confidence

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