There are numerous ways in which testing, especially A/B testing or the more complex multivariate approach, can be used to help your business. From improving your copy to streamlining your design for the best possible user experience to removing friction from your checkout process, conversion rate optimization can help you improve the bottom line and reach your business growth and revenue goals.

One of the most common requests that I get is for case studies. Entrepreneurs and business owners are looking for examples of “how it’s been done.” These inside looks at testing can be helpful at every step of the process, from identifying what needs to be tested to creating hypotheses, from designing your tests to implementing the results in your business. Below is a selection of case studies from around the web that I’ve curated to help my readers and clients understand some specific aspects of the A/B testing process. What follows is a list of the tests, along with a quick description and what I think you can learn from them.


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On dealing with failure in testing

How Failed A/B Tests Can Increase Conversion Rates: As part of their ongoing series of case studies, Unbounce put together a terrific series of resources looking at what happens when A/B tests fail, and how you can apply those lessons to your own CRO efforts to actually improve your Conversion Rates.

Appsumo reveals it’s A/B testing secret: only 1 out of 8 tests product results: In this guest post, Noah Kagan of Appsumo shares brilliant insights on realistic ratios of testing success….and why that one win can transform your business.

On testing for pricing and packages

How Server Density A/B tested pricing plans and increased revenue by 114%: The pricing that your customers respond to isn’t always intuitive. This case study offers insights into why.

Basekit improves conversions 25% after redesigning price page: Basekit’s case study highlights a subtlety of pricing – it’s not just the pricing that matters, but the design of the pricing page.

Adding a free trial button doesn’t decrease paid sign ups – but increases trials by 158%: Sometimes our assumptions about what will distract customers is completely wrong. GetResponse’s case study is a perfect illustration of that fact.

Building a culture of testing

Testing is more just data: 3 tips for inspiring your team: Schedulicity has built A/B testing into the DNA of their business and created a culture of testing. Here’s a closer look at how they did it.

11 obvious A/B tests you should be running: Quicksprout’s Neil Patel offers a great guide to help you start conceptualizing which A/B tests might work for your business, complete with mini-case studies. If you’re introducing A/B testing to your team for the first time, this is a great place to start.

Leverage the power of proof

Adding testimonials skyrockets your conversion rates: This insightful post offers case studies and studies that underscore the importance of social proof in the form of customer testimonials. Testimonials with pictures tend to perform even better.

AMD achieves a 3600% increase in social sharing: Social sharing has numerous benefits, but social media shares is an important form of proof in today’s market. This case study follows AMD’s efforts that achieved an astronomical increase in shares and how you can do the same for your business.

Figleaves improves conversions by 35% by adding customer reviews: Customer reviews are a more “unfiltered” version of testimonials. According to a recap of this keynote speech, one change increased business by one third. The rest of the notes are also valuable and worth reviewing.

Lead generation and testing

comSCORE increases leads by 69% by adding a new customer logo: Increasing lead generation and prospect engagement can be as simple as a visuals or layout switch.

SafeSoft Solutions – prominent price display increases leads by 100%: How prominent should your pricing be? Could changing this simple display improve your leads and sales?

Hyundai improves requests for test drives with multivariate testing: Sophisticated brands and products sometimes requires more complex testing routines. Here’s a closer look at how Hyundai used multivariate testing to increase their test drive requests by 62%.

Video can dramatically improve lead generation and conversions: Unbounce’s case study on Vidyard shows the potential dramatic impact of video content on the page (6% vs. 11% or 13%).

Leveraging data for lift during web design

Spreadshirt’s data driven redesign lifts clicks 606%:  This case study provides an excellent example of how an ecommerce business used A/B testing to increase interest and sales (11% overall), through data driven web design.

Conversions increase when redesign focuses on customer flow: Zen Windows tripled their lead generation through a website redesign that focused on clear click paths for customers.

Removing one image results in a 400% increase in conversions: One company increased their conversions by 400% by removing a single visual – a “secure transaction” button. Learn more about this surprising case study.

Knowing your audience: when good design produces bad results: We always assume that a sleeker, sexier site will perform better. Uncommon Knowledge’s case study proves that nothing trumps knowing your audience.

Intuit increases conversions by 211% by adding chat: Simple changes in site functionality – such as making it easier for customers to talk with representatives – can have a huge impact on conversions.

Clean vs. clutter on internal page design: The cleaner design improved conversions by 197%. Are your inner pages cluttered or difficult to navigate?

Reviewing case studies can fuel your own ideas for testing program development, as well as develop your pattern recognition for solid testing opportunities. Is there a must-read case study that is missing from this list? Let me know (and include a link) in the comments below!