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10 KICKASS A/B TESTING
CASE STUDIES
by VWO
“There is a tendency to think
experimentation and testing is
optional.
I fundamentally believe that is wrong.”
— Avinash K...
VWO offers more than 150 case studies on
successful A/B tests performed by its clients.
Find the 10 most interesting case ...
1. REMOVING PROMO-CODE
BOXES FROM CHECKOUT
PAGE INCREASED TOTAL
REVENUE BY 24.7%
Analysis:

Upon seeing the promo-code
box...
2. INTRODUCING HOTTEST-
SELLING SERVICES ON
HOMEPAGE BOOSTED
ENGAGEMENTS BY 40.87%
Analysis:

With top selling services (a...
3. DISPLAYING
COMPETITORS’ HIGHER
PRICES MADE CONVERSIONS
JUMP BY 10%
Analysis:

A price-comparison module that
displayed ...
4. PLACING TRUST BADGES
ABOVE-THE-FOLD
INCREASED CONVERSIONS
BY 32%
Analysis:

Trust badges that displayed
company’s USPs ...
5. REMOVING DROP-DOWN
MENU FOR PRODUCTS
SOARED REVENUE BY 56.43%
Analysis:

Removing drop-down menu and
offering a new pag...
6. MINOR CHANGE IN
HEADER IMAGE REALIZED
7.8% MORE CTA CLICKS
Analysis:

The ‘lifeline’ with circular graphic
elements was...
7. REVAMPED LANDING PAGE
INCREASED MONTHLY
REVENUE BY $106000
Analysis:

The new landing page with added
features — credib...
8. MULTIVARIATE TEST ON
CTA TEXT AND FORM-TITLE
RESULTED IN A 9.1% HIGHER
CTR
Analysis:

12 combinations for conversion
fo...
9. REPLACING STOCK IMAGE
WITH A REAL PICTURE ON
HOMEPAGE LED TO A 161%
RISE IN CONVERSIONS
Analysis:

Stock image was not ...
10. ADDING THRESHOLD FOR
FREE SHIPPING INCREASED
AOV BY 7.32%
Analysis:

With a diverse product range of
premium and less-...
Start your own A/B test
at vwo.com
THANK YOU
Other intriguing posts from our Blog:
• 14 Ways to Reduce Bounce and Increase Engagement on Your eCommerce Site
...
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10 Kickass A/B Testing Case Studies

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Here are 10 kickass A/B testing case studies from VWO's archive. They will offer you in-depth analysis and handy actionable tips, helping you ace your next A/B test.

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10 Kickass A/B Testing Case Studies

  1. 1. 10 KICKASS A/B TESTING CASE STUDIES by VWO
  2. 2. “There is a tendency to think experimentation and testing is optional. I fundamentally believe that is wrong.” — Avinash Kaushik, Occam’s Razor
  3. 3. VWO offers more than 150 case studies on successful A/B tests performed by its clients. Find the 10 most interesting case studies here.
  4. 4. 1. REMOVING PROMO-CODE BOXES FROM CHECKOUT PAGE INCREASED TOTAL REVENUE BY 24.7% Analysis:
 Upon seeing the promo-code boxes, many visitors were prompted to leave the payment process in between and search for the discount coupons elsewhere.
 
 Key Takeaways: • Keep your checkout page free from distractions. • Offer applicable promo-codes on product description pages. 
 Find full case study here
  5. 5. 2. INTRODUCING HOTTEST- SELLING SERVICES ON HOMEPAGE BOOSTED ENGAGEMENTS BY 40.87% Analysis:
 With top selling services (and direct links to their rates) on the homepage itself, the number of clickthroughs increased. 
 
 Key Takeaways: • Lessen the number of clicks required for a conversion. • Give a place to your star- performing products/services on homepage.
 Find full case study here
  6. 6. 3. DISPLAYING COMPETITORS’ HIGHER PRICES MADE CONVERSIONS JUMP BY 10% Analysis:
 A price-comparison module that displayed competitors’ prices was added on product pages. It helped feature company’s competitive advantage effectively, and boosted conversions. 
 
 Key Takeaway: • Highlight your competitive advantages better.
 Find full case study here
  7. 7. 4. PLACING TRUST BADGES ABOVE-THE-FOLD INCREASED CONVERSIONS BY 32% Analysis:
 Trust badges that displayed company’s USPs were repositioned above-the-fold. They helped create a trustworthy image in visitor’s mind instantaneously. 
 
 Key Takeaway: • P o s i t i o n y o u r c o m p a n y ’s differentiating factors on homepage prominently.
 Find full case study here
  8. 8. 5. REMOVING DROP-DOWN MENU FOR PRODUCTS SOARED REVENUE BY 56.43% Analysis:
 Removing drop-down menu and offering a new page with products’ images and descriptions, helped visitors find a suitable product for themselves. 
 
 Key Takeaway: • Make your product information easily available to visitors.
 Find full case study here
  9. 9. 6. MINOR CHANGE IN HEADER IMAGE REALIZED 7.8% MORE CTA CLICKS Analysis:
 The ‘lifeline’ with circular graphic elements was distracting visitors’ attention away from the CTA. After its removal, clicks on CTA button increased. 
 
 Key Takeaway: • Declutter the space around your CTA.
 Find full case study here
  10. 10. 7. REVAMPED LANDING PAGE INCREASED MONTHLY REVENUE BY $106000 Analysis:
 The new landing page with added features — credibility logos, relevant images, testimonials — offered more value to visitors . 
 
 Key Takeaway: • Display your credibility features to visitors clearly. • Use images or videos according to your target audience’s preference.
 Find full case study here
  11. 11. 8. MULTIVARIATE TEST ON CTA TEXT AND FORM-TITLE RESULTED IN A 9.1% HIGHER CTR Analysis:
 12 combinations for conversion form’s title and CTA text were tested. Combination #12, which reflected visitors’ choice of action aptly, won. 
 
 Key Takeaway: • Make your CTA text reflect visitors’ choice of action.
 Find full case study here
  12. 12. 9. REPLACING STOCK IMAGE WITH A REAL PICTURE ON HOMEPAGE LED TO A 161% RISE IN CONVERSIONS Analysis:
 Stock image was not unique — it was found in competitors’ sites. New (real) image added more credibility to the company. 
 
 Key Takeaway: • Ensure that your pictures are unique, or of real stakeholders — employees, students, etc. • Use relevant pictures.
 Find full case study here
  13. 13. 10. ADDING THRESHOLD FOR FREE SHIPPING INCREASED AOV BY 7.32% Analysis:
 With a diverse product range of premium and less-expensive products, the free shipping threshold was cleverly set at $75. It resulted in increased revenue and AOV. 
 
 Key Takeaway: • Tr y offering (conditional) incentives to your customers for improving sales.
 Find full case study here
  14. 14. Start your own A/B test at vwo.com
  15. 15. THANK YOU Other intriguing posts from our Blog: • 14 Ways to Reduce Bounce and Increase Engagement on Your eCommerce Site • Removing Social Sharing Buttons Increases Conversions. Yes, You Heard That Right! • 21 Tips to Make Your eCommerce Homepage a Conversion Magnet • 14 Best Practices For Your eCommerce Product Pages • 21 Conversion Rate Optimization Best Practices for Beginners

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