A/B Testing Case Studies

Collection of case studies that focus on A/B testing.

This case study takes a closer look at what happens if you remove any reference to pricing during the beta test period and just come out and state that the service would be free during the testing period.
Shane Lapsys, a senior product manager at Fab, hypothesized that a larger button with a more direct 'Add to Cart' call-to-action would be more straightforward and lead to more conversions.
This case study takes a quick look at how Kiva increased their conversion rate by 11.5% by focusing on social proof, statistics and adding a FAQ.
Around the holidays we like to remind our readers of a little advice that could double your conversion rate this holiday season. Is it better to wish your guests a "Merry Christmas" or "Happy Holidays"?