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

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

1,186 results

Winning Pattern
Winner

Homepage / Grid

Homepagehomepage
Expected lift: 0%-0%
Low confidence
Losing Pattern
Loser

Checkout

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

Mobile Checkout

Mobilecheckout
Expected lift: 5%-5%
Medium confidence
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

Airbnb: Product Page — More Search Cues

navigationproduct
Low confidence
Leaked Test
Winner

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

otherhome_landing
Low 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

Etsy: Product Page — Related Products Thumbnails

imageryproduct
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

Booking.com: Homepage — Reveals More Impactful Search Criteria - Higher Location Tiles

navigationhome_landing
Low confidence

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