AB testing for e-commerce

Displaying most popular filter options on mobile

Visitor skip the filter and 80% chooses Apple or Samsung. Better display these options immediately

Category · Navigation · Ability · Clarity
www.tele2.nl · x§ · Dutch
19.00%
clicks
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Showing the savings of the yearly plan on the pricing page

Exaggerating the difference in price between the monthly and annual plans in high-GDP countries, which had a massive positive impact on the number of annual subscriptions.

Pricing · Offer · Motivation · Value proposition
www.codecademy.com · SaaS · English
Insignificant
subscriptions
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Showing the savings of the yearly plan in dollar amount – not percentage

The rule of 100 was tested: over 100, absolute discounts seem larger than percentage ones.

Pricing · Offer · Motivation · Value proposition
www.codecademy.com · SaaS · English
28.00%
subscriptions
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Redesigning the landingpage – less distraction and more focus on the call to action

Mouse tracking (AttentionWizzard) showed that there was too much distraction.

Landing · Redesign · Ability · Clarity
www.credomobile.com · Retail · English
84.00%
clicks
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Changing the copy to clarify the benefits vs listing the next steps

Explaining the benefits (why) of the calendar feature (get bookings that suit you / save time) vs a lengthy list with what can be done (what).

Onboarding · Copy · Clarity · Motivation
www.booking.com · Travel · English
+50%
onboardings
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Showing a list of next steps in stead of different actions on the sidebar in the onboarding process

New property owners do not need to see competing actions (refer a friend, reduce cancellations, add a promotion). Priority is helping them get their first guests.

Onboarding · Copy · Distraction · Relevancy
www.booking.com · Travel · English
Insignificant
support calls
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Removing ‘I want to skip this’ from the popup for the calendar function

Many new property owners were skipping the step of setting up their calender (with availability for guests) – on the welcome screen.

Onboarding · Call to Action · Distraction
www.booking.com · Travel · English
+10%
onboardings
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Results sorting by ‘Best result’ or ‘lowest price’

Changing the default sort option from ‘Best result’ to ‘Lowest price’ increases conversion with 6.7%. A bit surprisingly the revenue per visit also increased with 15%.

Category · Selection · Relevancy
www.dell.com · E-Commerce, Electronics · English
+7%
transactions
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Making the subheadline more specific

From ‘On time, under budget, easy!’ to ‘Your custom designed logo is just 3 clicks away’

Category · · Value proposition
www.fiverr.com ·
+15%
Signups
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Showing “You Save #%” on the category and product pages

The savings percentage was clearly overlooked when it was the same number (30%) for all products

Category · Price · Clarity · Value proposition
· Retail · English
Insignificant
transactions
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Removing the Company field in the billing registration form

The company field confused people; they filled the bank details causing the credit card validation to fail.

Checkout · Form · Clarity
www.expedia.com · Travel · English
Insignificant
revenue
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Enhancing the search bar on the homepage

Centering the search bar and making it the most important call to action.

Home · Call to Action · Ability · Clarity
www.wallmonkeys.com · Retail · English
+500%
revenue
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