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Whether you want to increase your conversions, revenue, social shares, or just signups, A/B testing and optimization can help you achieve it.
However, the problem lies in choosing the right A/B testing tool to drive impactful marketing results. Also, what works for one business might be a complete disaster for another.
That’s why we’ve put together several A/B testing examples to help you nail your marketing goals and stay on top of your game.
Let’s first understand what A/B testing really is!
What is A/B Testing?
Imagine this: You are visiting your favorite ice cream shop to try out the new flavors they just dropped. But you face the ultimate decision of choosing between “Mango Tango” and “Baseball Nut.” Which creamy deliciousness would you go for?
Of course, you’d take a taste test because who buys a whole pint just based on instinct? That’s exactly what A/B testing is for. The only difference is that, in this case, your flavors are your landing pages, web pages, ads, or emails.
A/B testing enables you to compare two (or more) different versions of a webpage, landing page, or app to help you pick the winner. It ensures your decisions are data-driven rather than intuition-based.
The original version "A" is known as the 'control,' while the new version “B” is called the 'variation.' The version that boosts your business metrics is the 'winner.' Applying these changes to your pages (or specific elements on a page) can increase ROI, optimize your website, and improve website conversion rates.
So, if you’re still not A/B testing your websites or landing pages, you’re surely missing out on a lot of potential revenue.
Why is A/B Testing Crucial?
A/B testing requires little effort but can significantly impact your landing pages’ performance. Here are some major benefits of A/B testing your websites/landing pages:
Increased conversions & ROI: Acquiring quality traffic costs an arm and a leg. A/B testing lets you take advantage of your existing traffic, helping you increase conversions (by up to 300%) without spending an extra penny.
Even the minutest changes on your website using A/B testing can give you a higher ROI. According to studies, marketers who A/B test their websites see 60% more ROI than sites that don’t test.
Reduced bounce rates: Another important metric to track the success of your website or landing page is its bounce rate. While different sites have different goals and there’s no one-size-fits-all solution, A/B testing allows you to test multiple versions of a certain element on your landing page/website until you find the best-performing version that resonates with your audience.
Not only does it reduce bounce rates, but it also improves the overall user experience, increases website engagement, keeps visitors on your site longer, and potentially converts them into customers.
8 Best A/B Testing Examples
Take inspiration from the examples below to boost your overall marketing performance.
Example 1: WorkZone
WorkZone, a US-based software company, offers powerful project management and collaboration tools for organizations of all sizes. To maintain its competitive edge, WorkZone needs to stay at the top of its game to maximize conversions.
For this, they included testimonials beside demo request form on their lead generation page. Soon after, however, they realized the colors of the logos in their social proof were overshadowing the demo request form section, leading to fewer conversions.
Here’s what they did:
They changed the testimonial logos' original colors to black and white to see if it would affect the conversion rates.
The control and variation versions looked like this:
Result:
After testing for about 22 days, WorkZone discovered that the variation outperformed the control. With a 99% statistical significance, the variation showed a 34% increase in form submissions.
Example 2: Varnish & Vine
Varnish & Vine completely changed the game of product page optimization. To convert their visitors into paying customers, they simultaneously had to test multiple elements on their landing page.
With traditional A/B testing, you can only test one element at a time, which can make the process complex and time-consuming.
Here’s what they did:
To test their 70+ product pages simultaneously, they employed a smart page optimization tool. They tested several elements at a time to see what resonated with their audience.
Their before-and-after optimization landing page looked something like this:
Result:
Based on this dynamic A/B testing, Varnish & Vine saw a 12% increase in sales and a 43% boost in revenue.
Smart tool you can use:
Relevic’s AI-powered personalization and smart product page optimizer allows you to conduct multivariate A/B tests on elements like call-to-action (CTA) buttons, headlines, and benefit lists with ease.
Example 3: Grene
Grene, a leading eCommerce brand from Poland, specializes in agriculture products. They’ve seen great success with A/B testing, including a revamp of their mini cart page to highlight key elements more effectively.
While reviewing their mini-cart page, Grene’s team discovered that users:
- mistook the "Free Delivery" message for a clickable button and were expecting more details, which caused friction.
- struggled to view the total for each item in the cart.
- had to scroll to the bottom to access the “Go To Cart” button.
Here's what they did:
They added a top CTA button in the mini cart for quick access to the main cart, placed a ‘remove’ button beside each item to prevent accidental clicks, displayed the total value of each product, and enlarged the “Go To Cart” button for better visibility.
Results:
After a 36-day campaign, Grene generated more cart visits, with conversions jumping from 1.83% to 1.96% and a 2X increase in sales.
Example 4: Crown & Paw
Crown & Paw opted for a different marketing strategy, prioritizing email list building over A/B testing their landing page.
They began with a basic Klaviyo email popup, but it showed low conversions. Therefore, they decided to switch to a multi-step popup. This shift was made to gather more customer data and emails from site visitors.
Here’s what they did:
In the first step, they tempted people with discounts and a promise of personalized product recommendations.
Next, they asked a few quick questions to learn about visitors' interests and preferences.
Finally, using the responses from about 95% of visitors, they recommended relevant products in the third step and immediately displayed the discount code.
Results:
A/B testing revealed that the multi-step popup had a 4.03% conversion rate, a 2.5X boost over the simple Klaviyo popup. This proves that optimizing email popups increases user engagement and drives higher conversions.
Example 5: Ubisoft
Ubisoft Entertainment is a top French video game company known for popular franchises like For Honor, Tom Clancy’s, Assassin’s Creed, and Just Dance, providing memorable gaming experiences.
Lead generation and conversion rates are crucial metrics for evaluating their performance. While many pages performed well, the ‘Buy Now’ page for the ‘For Honor’ brand fell short.
Here’s what they did:
Ubisoft's team looked into the issue and gathered visitor data through click maps, scroll maps, heat maps, and surveys. They found that the buying process was too complicated.
To address this, the company revamped the For Honor Buy Now page to reduce scrolling and simplify the entire purchasing process.
Their control and variation versions looked like this:
Results:
After three months of testing, Ubisoft found that the new variation led to higher conversions than the control, with rates rising from 38% to 50% and overall lead generation increasing by 12%.
Example 6: Zalora
Zalora, a leading online fashion retailer in the Asia-Pacific, is renowned for its stylish fashion and beauty products. One standout A/B test at Zalora focused on redesigning product pages to emphasize key perks like free returns and delivery, leading to great success.
Here’s what they did:
The ecommerce company believed that their visitors were unaware of their free return policy due to the feature's poor visibility on the product pages. The team at Zalora made the necessary changes and ran tests.
Their control and variation versions are as follows:
Results:
After running tests for a considerable time, they found that variation 1 of their product page outperformed both the control and variation 1 versions of their product page. By bringing uniformity to their CTA button, Zalora was able to boost checkout rates by 12.3%.
Example 7: Ben
Ben, a budget telecom provider in the Netherlands, offers two subscription plans: sim-only or one with a mobile handset.
People exploring the site didn’t know they had the choice to select phone color along with voice and data plans. While users noticed the color palette on the product page, they were unable to understand its basic function.
Here’s what they did:
Ben made the necessary changes and ran an A/B test. They made the phone color options more prominent on the product page. Take a look at their control and variation product pages.
Results:
After running the experiment for two weeks, Ben saw a 17.63% increase in conversions simply by making the color palette more visible. Customer calls to change device colors also dropped significantly.
Example 8: Bukyybag
Bukvybag, a direct-to-consumer store for women’s bags, was struggling with low home page conversions. They were uncertain if their headline was resonating with their target audience.
Here’s what they did:
Bukvybag did a simple split test on their home page headline. They wanted to find which headline lured more visitors to turn into consumers.
The online retail shop’s original headline was “Versatile bags & accessories.”
They tested the variants with headlines:
Variant 1: “Premium quality bags designed for exploration and adventure.”
Variant 2: “Discover the ultimate travel companion that combines style and functionality.”
Variant 3: “Stand out from the crowd with our fashion-forward and unique bags.”
Results:
This split test strategy enabled Bukvybag to achieve statistically significant results, ensuring their increased conversion rate wasn’t due to chance. The 45% rise in orders from A/B testing also proved sustainable over time.
Pro tip: Take advantage of Relevic’s dynamic content feature to effortlessly run split tests on your homepage headlines.
Conclusion
A/B testing is a powerful strategy for optimizing marketing efforts, allowing businesses to make data-driven decisions that boost conversions and revenue. By examining real-world examples from various industries, it’s clear that even small changes can lead to significant results. Implementing A/B tests can enhance user engagement and ensure that your marketing strategies effectively resonate with your audience.
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