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.

1. 10 KICKASS A/B TESTING
CASE STUDIES
by VWO

2. “There is a tendency to think
experimentation and testing is
optional.
I fundamentally believe that is wrong.”
— Avinash Kaushik, Occam’s Razor

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Start your own A/B test
at vwo.com

15. THANK YOU
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