Winner
Low confidence
Etsy: Site-wide — High Contrast Button Style
Etsy ran a little A/B test where they probably tried to encourage more searches with the help of a stronger visual cue in their search bar. Instead of using a ghost-like icon only approach for the primary search, they stylized it as a high contrast button. Fast forward a few months and it now looks like the variation was implemented.
Hypothesis
If we test a similar change on our any pages as Etsy tested, then our conversion metric will likely improve based on their implementation decision.
Why This Works
Key Learnings
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Best Practice
Loser
Ghost / Outline Buttons Lose to Filled Buttons — Consistently
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Expected lift: -25%-0%
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Test Idea
Winner
Bigger CTA Button in Navigation → +95.1% Progression
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Expected lift: 20%-60%
High confidence
Research Finding
Principle
4+ Variation Tests Win 2.4x More Often With 27% Higher Lift
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Expected lift: 10%-30%
High confidence
Research Finding
Principle
Test Quality Peaks at 1–10 Annual Tests Per Engineer; Drops 87% After 30
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Test Idea
Winner
Above-the-Fold CTA Placement → +255.8% Leads
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Expected lift: 50%-150%
High confidence