The document provides results from 15 A/B tests conducted by various companies to optimize conversions on their websites. Each test compares two versions of a page element or design (Version 1 and Version 2). The summary provides the outcome of each test, with Version 1 performing better in 7 tests and Version 2 performing better in 8 tests. Overall, the tests aimed to increase metrics like sign-ups, downloads, and purchases by modifying elements like images, copy, form designs and page layouts.

1. www.WebAnalysts.Info

2. Guess the Outcome!

3. Your Guesses
Test v.1 v.2 Correct?
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4. Agency:
Guess! #1 Tool:
v.1 v.2
Goal: increase sign-ups / Company: YouTube
Difference in v.2: Sign up bubble. Different sign up box.

5. Agency:
Guess! #2 Tool:
v.1 v.2
Goal: Increase membership applications.
Website type: Union / Unionen.se
v.1: Bullets with benefits. Fact-based heading. More action-oriented link.
v.2: Plain text. Emotion-based heading. Question-oriented link.

6. Tool:
Guess! #3
v.1 v.2
Goal: Increase downloads
Website type: Communications | Company: Skype
v.1: Less branding. Different (button) copy.
v.2: More branded. Different (button) copy.

7. Tool:
Guess! #4
v.1 v.2
Goal: Increase sign-ups
Website type: social networking / hi5.com
v.1: Without photo. Less clutter. Different copy in the yellow box.
v.2: With photo. Different copy in the yellow box.

8. Tool:
Guess! #5
v.1 v.2
Goal: Increase applications
Website type: Banking Insurance / Company: Alliance Leicester
v.1: Product rows
v.2: Product boxes

9. Agency: none
Guess! #6 Tool:
Courtesy of:
v.1 v.2
Goal: make more visitors bid and complete bidding process
Website type: auctions / Company: Skinner
v.1: Small picture with image above the fold.
v.2: Large picture requiring more scrolling.

10. Agency:
Guess! #7 Tool:
v.1 v.2
Courtesy of:
Goal: B2B Lead Generation
Website type: Credit card machines and merchant account sales
Company: Merchant Warehouse
v.1: Single-page form
v.2: Multi-page form

11. Agency:
Guess! #8 Tool:
Courtesy of:
v.1 v.2
Goal: Get web designers to offer email services to clients.
Website type: E-mail marketing / Company: Campaign Monitor
v.1: No overlay.
v.2: Overlay.

12. Agency: in-house
Guess! #9 Tool:
Courtesy of:
v.1 v.2
Goal: Checkout process starts
Website type: Productivity tools / Company: 37signals
v.1: Fact-based/instructional header
v.2: Testimonial-based header

13. Tool:
Guess! #10
v.1 v.2
Goal: Increase “baby names” keywords landing page form completion
Website type: Pregnancy/parenting content site / Company: BabyCenter
v.1: Different photo. Form to the right. Different/more copy.
v.2: Different photo. Form in the middle. Different copy.

14. Tool:
Guess! #11
v.1 v.2
Goal: Increase sign-ups for Office Live Basics
Website type: Website creation service / Company: Microsoft
v.1: A stand-alone landing page for Office Live Basics
v.2: Landing page for Office Live Basics within the Office Live website.
More context.

15. Agency: none
Guess! #12
Tool:
Courtesy of:
v.1 v.2
Goal: Move more people from the start to the grow plan
Website type: Virtual phone system / Company: Grasshopper
v.1: High-to-low price ranking
v.2: Low-to-high price ranking

16. Agency: none
Guess! #13 Tool:
Courtesy of:
v.1 v.2
Goal: Get more e-mail opt-ins
Website type: online publication for small business owners
Company: Small Business Trends
v.1: Talking avatar
v.2: Photo of a real human

17. Agency:
Guess! #14 Tool: proprietary
Courtesy of:
v.1 v.2
Goal: Increase earnings per click
Website type: Music service / Company: Music Oasis
v.1: More information. Brunette on the left.
v.2: Less text. Blond on the right. More focus on the button.

18. Agency:
Guess! #15 Tool:
Courtesy of:
v.1 v.2
Goal: Make more people search
Website: MSN Real Estate
v.1: No graphic. Categories with radio buttons. One search field.
v.2: Graphic. Category tabs. City, state, and Zip separately.

19. The Results

20. Agency:
Guess! #1 Tool:
v.1 v.2
Goal: increase sign-ups / Company: YouTube
Difference in v.2: Sign up bubble. Different sign up box.
Result: v.2 outperformed original by 15.7%

21. Agency:
Guess! #2 Tool:
v.1 v.2
Goal: Increase membership applications.
Website type: Union / Unionen.se
v.1: Bullets with benefits. Fact-based heading. More action-oriented link.
v.2: Plain text. Emotion-based heading. Question-oriented link.
Result: v.1 led to a 16% increase in applications

22. Tool:
Guess! #3
v.1 v.2
Goal: Increase downloads
Website type: Communications | Company: Skype
v.1: Less branding. Different (button) copy.
v.2: More branded. Different (button) copy.
Result: v.1 led to a 4.6% increase in downloads

23. Tool:
Guess! #4
v.1 v.2
Goal: Increase sign-ups
Website type: social networking / hi5.com
v.1: Without photo. Less clutter. Different copy in the yellow box.
v.2: With photo. Different copy in the yellow box.
Result: v.2 led to a 18.2% lift in conversions

24. Tool:
Guess! #5
v.1 v.2
Goal: Increase applications
Website type: Banking Insurance / Company: Alliance Leicester
v.1: Product rows
v.2: Product boxes
Result: v.1 showed a 6.5% increase in applications

25. Agency: none
Guess! #6 Tool:
Courtesy of:
v.1 v.2
Goal: make more visitors bid and complete bidding process
Website type: auctions / Company: Skinner
v.1: Small picture with image above the fold.
v.2: Large picture requiring more scrolling.
Result: v.2 made 63% more visitors click to begin bidding
and 329% more completed the process

26. Agency:
Guess! #7 Tool:
v.1 v.2
Courtesy of:
Goal: B2B Lead Generation
Website type: Credit card machines and merchant account sales
Company: Merchant Warehouse
v.1: Single-page form
v.2: Multi-page form
Result: v.1 won by 14.9%

27. Agency:
Guess! #8 Tool:
Courtesy of:
v.1 v.2
Goal: Get web designers to offer email services to clients.
Website type: E-mail marketing / Company: Campaign Monitor
v.1: No overlay.
v.2: Overlay.
Result: v.2 got 24.7% more visitors to sign up for a free
account

28. Agency: in-house
Guess! #9 Tool:
Courtesy of:
v.1 v.2
Goal: Checkout process starts
Website type: Productivity tools / Company: 37signals
v.1: Fact-based/instructional header
v.2: Testimonial-based header
Result: v.1 got 23% more visitors to start checking out

29. Tool:
Guess! #10
v.1 v.2
Goal: Increase “baby names” keywords landing page form completion
Website type: Pregnancy/parenting content site / Company: BabyCenter
v.1: Different photo. Form to the right. Different/more copy.
v.2: Different photo. Form in the middle. Different copy.
Result: v.1 led to a 66% lift in conversions

30. Tool:
Guess! #11
v.1 v.2
Goal: Increase sign-ups for Office Live Basics
Website type: Website creation service / Company: Microsoft
v.1: A stand-alone landing page for Office Live Basics
v.2: Landing page for Office Live Basics within the Office Live website.
More context.
Result: v.1 outperformed v.2 by a whopping 500%

31. Agency: none
Guess! #12
Tool:
Courtesy of:
v.1 v.2
Goal: Move more people from the start to the grow plan
Website type: Virtual phone system / Company: Grasshopper
v.1: High-to-low price ranking
v.2: Low-to-high price ranking
Result: v.1 was the winner. 49% more people purchased
the middle payment plan.

32. Agency: none
Guess! #13 Tool:
Courtesy of:
v.1 v.2
Goal: Get more e-mail opt-ins
Website type: online publication for small business owners
Company: Small Business Trends
v.1: Talking avatar
v.2: Photo of a real human
Result: v.1 (avatar) boosted email opt-ins by 131%

33. Agency:
Guess! #14 Tool: proprietary
Courtesy of:
v.1 v.2
Goal: Increase earnings per click
Website type: Music service / Company: Music Oasis
v.1: More information. Brunette on the left.
v.2: Less text. Blond on the right. More focus on the button.
Result: v.1 got a 9.4% better EPC (estimated Earnings
Per Click)

34. Agency:
Guess! #15 Tool:
Courtesy of:
v.1 v.2
Goal: Make more people search
Website: MSN Real Estate
v.1: No graphic. Categories with radio buttons. One search field.
v.2: Graphic. Category tabs. City, state, and Zip separately.
Result: v.1 got 8.5% more people to click the search
button

35. Find Out Your Score

37. Questions?
Lars Johansson
larsj@webanalystsinfo.com