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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

Winning Pattern
Winner

Order Now CTA

Hero/CTA
Expected lift: 5%-10%
Medium confidence
Losing Pattern
Loser

Combination

Other
Expected lift: -5%--10%
Medium confidence
Winning Pattern
Winner

Paid Landing Pages

Landing Pagelanding-page
Expected lift: 15%-30%
High confidence
Winning Pattern
Winner

Clarity

Other
Expected lift: 5%-5%
Low confidence
Winning Pattern
Winner

Grid Page

Product Comparisonproduct-listing
Expected lift: 5%-10%
Medium confidence
Losing Pattern
Loser

US North

Other
Expected lift: -5%--5%
Low confidence
Winning Pattern
Winner

Grid Page

Product Comparisonproduct-listing
Expected lift: 5%-15%
High confidence
Winning Pattern
Winner

Mobile Sitewide

Mobile
Expected lift: 5%-15%
Medium confidence
Losing Pattern
Loser

[[company]] - exp-79.0-[company]-all-price-points-on-plan-cards

Pricing
Expected lift: -5%--10%
Medium confidence
Leaked Test
Winner

Booking.com: Homepage — And Exposed Incremental UI Controls

otherhome_landing
Low confidence
Leaked Test
Winner

Booking.com: Homepage — Single Vs. Multiple Line Search Forms

formshome_landing
Low confidence
Leaked Test
Winner

Netflix: Homepage — 4 Button Labels With "Try It Now" Possibly Leading

formshome_landing
Low confidence
Leaked Test
Winner

Booking.com: Homepage — Expanded Calendar Control

layouthome_landing
Low confidence
Leaked Test
Winner

Netflix: Homepage — All These Tested Homepage Variations - Perhaps This One Will Help?

otherhome_landing
Low confidence
Leaked Test
Winner

Airbnb: Product Page — More Search Cues

navigationproduct
Low confidence
Leaked Test
Winner

Etsy: Product Page — Related Products Thumbnails

imageryproduct
Low confidence
Leaked Test
Loser

Booking.com: Listing Page — One Modal Too Far: Booking's Rejected Destination Overlay Experiment

layoutlisting
Low confidence
Leaked Test
Winner

Booking.com: Homepage — 3 Search Bars Challenging The Fewer Form Fields Pattern

formshome_landing
Low confidence
Leaked Test
Loser

Google: Listing Page — Has Been A/B Testing Link Colors (Again) And This Light Blue Didn't Pass

otherlisting
Low confidence
Leaked Test
Winner

Google: Listing Page — Is Hinting That Labels With Icons Are Better Than Labels Alone

formslisting
Low confidence

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