Evidence-based UI patterns backed by real A/B test results, showing which design ideas actually win and which fail across real experiments.
GoodUI is a unique resource in the CRO space that catalogs evidence-based UI patterns backed by real A/B test results. Founded on the premise that design decisions should be driven by data rather than opinion, GoodUI has documented hundreds of A/B tests to identify which UI patterns consistently win and which consistently fail.
The site's core value is its library of tested patterns — each pattern includes the hypothesis, the test setup, and the actual results. GoodUI tracked 51 strictly pattern-driven A/B tests and found that 36 ended positively, placing the prediction rate of evidence-based patterns at 71%. This provides strong evidence that learning from past test results can meaningfully improve future testing success.
GoodUI also offers the Catalyst tool, a Figma-based resource for designing A/B tests inspired by proven patterns. The blog publishes case studies, leaked A/B tests from major companies like Airbnb and Netflix, and analysis of what makes certain UI patterns effective. It is an invaluable resource for CRO practitioners and designers who want to ground their test hypotheses in evidence.
The industry-leading CRO blog founded by Peep Laja, publishing in-depth articles on experimentation, analytics, and conversion optimization.
Practical CRO content from VWO covering A/B testing guides, case studies, and optimization strategies for marketing and product teams.
Enterprise experimentation content from Optimizely covering testing strategy, personalization, and building experimentation culture at scale.
In-depth CRO articles from Invesp covering conversion optimization strategies, ecommerce best practices, and A/B testing case studies.