Whether or not you are seeking to improve income, sign-ups, social shares, or engagement, A/B testing and optimization will help you get there.

A/B testing examples graphic with laptop, magnifying glass, and cursor.

However for a lot of entrepreneurs on the market, the robust half about A/B testing is usually discovering the best check to drive the largest influence — particularly once you’re simply getting began. So, what is the recipe for high-impact success?

Free Download: A/B Testing Guide and Kit

Honestly, there isn’t a one-size-fits-all recipe. What works for one enterprise will not work for an additional — and discovering the best metrics and timing to check could be a robust downside to resolve. That’s why you want inspiration from A/B testing examples.

On this publish, let’s evaluate how a speculation will get you began along with your testing, and take a look at glorious examples from actual companies utilizing A/B testing. Whereas the identical exams could not get you an identical outcomes, they can make it easier to run artistic exams of your individual.

A/B Testing Speculation Examples

A speculation could make or break your experiment, particularly in terms of A/B testing. When creating your speculation, you need to make it possible for it’s:

  1. Centered on one particular downside you need to clear up or perceive
  2. Capable of be confirmed or disproven
  3. Centered on making an influence (bringing increased conversion charges, decrease bounce fee, and so on.)

When making a speculation, following the “If, then” construction may be useful, the place should you modified a selected variable, then a selected consequence would occur.

Listed here are some examples of what that will appear like in an A/B testing speculation:

  • Shortening contact submission kinds to solely comprise required fields would improve the variety of sign-ups.
  • Altering the call-to-action textual content from “Obtain now” to “Obtain this free information” would improve the variety of downloads.
  • Lowering the frequency of cell app notifications from 5 instances per day to 2 instances per day will improve cell app retention charges.
  • Utilizing featured pictures which are extra contextually associated to our weblog posts will contribute to a decrease bounce fee.
  • Greeting clients by title in emails will improve the entire variety of clicks.

Let’s go over some real-life examples of A/B testing to organize you on your personal.

A/B Testing Examples

Web site A/B Testing Examples

1. HubSpot Academy’s Homepage Hero Picture

Most web sites have a homepage hero picture that evokes customers to have interaction and spend extra time on the positioning. This A/B testing instance exhibits how hero picture modifications can influence person conduct and conversions.


Primarily based on earlier information, HubSpot Academy discovered that out of greater than 55,000 web page views, solely .9% of these customers had been watching the video on the homepage. Of these viewers, virtually 50% watched the total video.

Chat transcripts additionally highlighted the necessity for clearer messaging for this convenient and free useful resource.

That is why the HubSpot crew determined to check how clear worth propositions may enhance person engagement and delight.

A/B Check Technique

HubSpot used three variants for this check, utilizing HubSpot Academy conversion fee (CVR) as the first metric. Secondary metrics included CTA clicks and engagement.

Variant A was the management.

A/B testing examples: HubSpot Academy's Homepage Hero

For variant B, the crew added extra vibrant pictures and colourful textual content and shapes. It additionally included an animated “typing” headline.

A/B testing examples: HubSpot Academy's Homepage Hero

Variant C additionally added colour and motion, in addition to animated pictures on the right-hand aspect of the web page.

A/B testing examples: HubSpot Academy's Homepage Hero


Because of this, HubSpot discovered that variant B outperformed the management by 6%. In distinction, variant C underperformed the management by 1%. From these numbers, HubSpot was in a position to undertaking that utilizing variant B would result in about 375 extra signal ups every month.

2. FSAstore.com’s Web site Navigation

Each marketer should concentrate on conversion in some unspecified time in the future. However constructing an internet site that converts is hard.


FSAstore.com is an ecommerce firm supplying residence items for Individuals with a versatile spending account.

This convenient web site may assist the 35 million+ clients which have an FSA. However the web site funnel was overwhelming. It had too many choices, particularly on class pages. The crew felt that clients weren’t making purchases due to that challenge.

A/B Check Technique

To determine the best way to attraction to its clients, this firm examined a simplified model of its web site. The present web site included an information-packed subheader within the web site navigation.

To check the speculation, this A/B testing instance in contrast the present web site to an replace with out the subheader.

A/B testing examples: FSAstore.com


This replace confirmed a transparent enhance in conversions and FSAstore.com noticed a 53.8% improve in income per customer.

3. Expoze’s Internet Web page Background

The visuals in your internet web page are essential as a result of they assist customers resolve whether or not they need to spend extra time in your web site.

On this A/B testing instance, Expoze.io determined to check the background on its homepage.


The web site residence web page was troublesome for some customers to learn due to low distinction. The crew additionally wanted to determine the best way to enhance web page navigation whereas nonetheless representing the model.

A/B Check Technique

First, the crew did some analysis and created a number of totally different designs. The objectives of the redesign had been to enhance the visuals and improve consideration to particular sections of the house web page, just like the video thumbnail.

A/B testing examples: Expoze.io

They used AI-generated eye monitoring as they designed to search out the very best designs earlier than A/B testing. Then they ran an A/B heatmap check to see whether or not the brand new or present design bought essentially the most consideration from guests.

A/B testing examples: Expoze.io heatmaps


The brand new design confirmed a giant improve in consideration, with model B bringing over 40% extra consideration to the specified sections of the house web page.

This design change additionally introduced a 25% improve in CTA clicks. The crew believes that is as a result of added distinction on the web page bringing extra consideration to the CTA button, which was not modified.

4. Thrive Themes’ Gross sales Web page Optimization

Many touchdown pages showcase testimonials. That is priceless content material and it may well enhance conversion.

That is why Thrive Themes determined to check a brand new function on its touchdown pages — customer testimonials.


Within the management, Thrive Themes had been utilizing a banner that highlighted product options, however not how clients felt concerning the product.

The crew determined to check whether or not including testimonials to a gross sales touchdown web page may enhance conversion charges.

A/B Check Technique

On this A/B check instance, the crew ran a 6-week check with the management in opposition to an up to date touchdown web page with testimonials.

A/B testing examples: Thrive Themes


This variation netted a 13% improve in gross sales. The management web page had a 2.2% conversion fee, however the brand new variant confirmed a 2.75% conversion fee.

E mail A/B Testing Examples

5. HubSpot’s E mail Subscriber Expertise

Getting customers to have interaction with e-mail is not a straightforward process. That is why HubSpot determined to A/B check how alignment impacts CTA clicks.


HubSpot determined to vary textual content alignment within the weekly emails for subscribers to enhance the person expertise. Ideally, this improved expertise would lead to the next click on fee.

A/B Check Technique

For the management, HubSpot despatched centered e-mail textual content to customers.

A/B test examples: HubSpot, centered text alignment

For variant B, HubSpot despatched emails with left-justified textual content.

A/B test examples: HubSpot, left-justified text alignment


HubSpot discovered that emails with left-aligned textual content bought fewer clicks than the management. And of the entire left-justified emails despatched, lower than 25% bought extra clicks than the management.

6. Neurogan’s Deal Promotion

Benefiting from e-mail promotion is essential for any firm, particularly these in aggressive industries.

This instance makes use of the facility of present clients for growing e-mail engagement.


Neurogan wasn’t all the time providing the best content material to its viewers and it was having a tough time competing with a flood of different new manufacturers.

A/B Check Technique

An e-mail company audited this model’s e-mail advertising and marketing, then targeted efforts on segmentation. This A/B testing instance begins with creating product-specific provides. Then, this crew used testing to determine which offers had been finest for every viewers.


These modifications introduced increased income for promotions and better click on charges. It additionally led to a brand new workflow with a 37% common open fee and a click on fee of three.85%.

For extra on the best way to run A/B testing on your campaigns, try this free A/B testing kit.

Social Media A/B Testing Examples

7. Vestiaire’s TikTok Consciousness Marketing campaign

A/B testing examples just like the one beneath will help you assume creatively about what to check and when. That is further useful if what you are promoting is working with influencers and would not need to influence their course of whereas working towards enterprise objectives.


Style model Vestaire wished assist rising the model on TikTok. It was additionally hoping to extend consciousness with Gen Z audiences for its new direct purchasing function.

A/B Check Technique

Vestaire’s influencer advertising and marketing company requested eight influencers to create content material with particular CTAs to fulfill the model’s objectives. Every influencer had intensive artistic freedom and created a variety of various social media posts.

Then, the company used A/B testing to decide on the best-performing content material and promoted this content material with paid advertising.

A/B testing examples: Vestaire


This testing instance generated over 4,000 installs. It additionally decreased the price per set up by 50% in comparison with the model’s current presence on Instagram and YouTube.

8. Underoutfit’s Promotion of Consumer-Generated Content material on Fb

Paid promoting is getting costlier, and clickthrough rates decreased through the end of 2022.

To benefit from social advert spend, entrepreneurs are utilizing A/B testing to enhance advert efficiency. This method helps them check artistic content material earlier than launching paid advert campaigns, like within the examples beneath.


Underoutfit wished to extend model consciousness on Fb.

A/B Check Technique

To satisfy this purpose, it determined to attempt including branded user-generated content material. This model labored with an company and several other creators to create branded content material to drive conversion.

Then, Underoutfit ran cut up testing between product advertisements and the identical advertisements mixed with the brand new branded content material advertisements. Each teams within the cut up check contained key advertising and marketing messages and clear CTA copy.

The model and company additionally labored with Meta Inventive Store to verify the movies met finest observe requirements.

A/B testing examples: Underoutfit


The check confirmed spectacular outcomes for the branded content material variant, together with a 47% increased clickthrough fee and 28% increased return on advert spend.

9. Databricks’ Advert Efficiency on LinkedIn

Pivoting to a new strategy rapidly may be troublesome for organizations. This A/B testing instance exhibits how you should use cut up testing to determine the very best new method to an issue.


Databricks, a cloud software program device, wanted to lift consciousness for an occasion that was shifting from in-person to online.

A/B Check Technique

To attach with a big group of latest folks in a customized approach, the crew determined to create a LinkedIn Message Advertisements marketing campaign. To verify the messages had been efficient, it used A/B testing to tweak the topic line and message copy.


A/B testing examples: Databricks

The third variant of the copy featured a hyperlink within the first sentence of the invitation. In comparison with the opposite two variants, this model bought practically twice as many clicks and conversions.

Cell A/B Testing Instance

7. HubSpot’s Cell Calls-to-Motion

On this weblog, you may discover anchor textual content within the introduction, a graphic CTA on the backside, and a slide-in CTA once you scroll by the publish. When you click on on one in every of these provides, you may land on a content material supply web page.

Whereas many customers entry these provides from a desktop or laptop computer laptop, many others plan to obtain these provides to cell gadgets.


However on cell, customers weren’t discovering the CTA buttons as rapidly as they may on a pc. That is why HubSpot examined cell design modifications to enhance the person expertise.

Earlier A/B exams revealed that HubSpot’s cell viewers was 27% much less more likely to click on by to obtain a proposal. Additionally, lower than 75% of cell customers had been scrolling down far sufficient to see the CTA button.

A/B Check Technique

So, HubSpot determined to check totally different variations of the supply web page CTA, utilizing conversion rate (CVR) as the first metric. For secondary metrics, the crew measured CTA clicks for every CTA, in addition to engagement.

HubSpot used 4 variants for this check.

For variant A, the management, the normal placement of CTAs remained unchanged.

For variant B, the crew redesigned the hero picture and added a sticky CTA bar.

A/B testing examples: HubSpot mobile, A & B

For variant C, the redesigned hero was the one change.

For variant D, the crew redesigned the hero picture and repositioned the slider.

A/B testing examples: HubSpot mobile, C & D


All variants outperformed the management for the first metric, CVR. Variant C noticed a ten% improve, variant B noticed a 9% improve, and variant D noticed an 8% improve.

From these numbers, HubSpot was in a position to undertaking that utilizing variant C on cell would result in about 1,400 extra content material leads and virtually 5,700 extra kind submissions every month.

11. Hospitality.web’s Cell Reserving

Companies have to sustain with fast shifts in cell gadgets to create a persistently sturdy buyer expertise.

A/B testing examples just like the one beneath will help what you are promoting streamline this course of.


Hospitality.net supplied each simplified and dynamic cell reserving experiences. The simplified expertise confirmed a restricted variety of out there dates and the design is for smaller screens. The dynamic expertise is for the bigger cell system screens. It exhibits a wider vary of dates and costs.

However the model wasn’t positive which mobile optimization strategy can be higher for conversion.

A/B Check Technique

This model believed that clients would favor the dynamic expertise and that it will get extra conversions. Nevertheless it selected to check these concepts with a easy A/B check. Over 34 days, it despatched half of the cell guests to the simplified cell expertise, and half to the dynamic expertise, with over 100,000 guests complete.

A/B testing examples: Hospitality.net


This A/B testing instance confirmed a 33% enchancment in conversion. It additionally helped affirm the model’s educated guesses about cell reserving preferences.

A/B Testing Takeaways for Entrepreneurs

Plenty of various factors can go into A/B testing, relying on what you are promoting wants. However there are a number of key issues to remember:

  • Each A/B check ought to begin with a speculation targeted on one particular downside which you can check.
  • Be sure you’re testing a management variable (your authentic model) and a remedy variable (a brand new model that you simply assume will carry out higher).
  • You possibly can check varied issues, like touchdown pages, CTAs, emails, or cell app designs.
  • One of the best ways to know in case your outcomes imply one thing is to determine the statistical significance of your check.
  • There are a selection of objectives to concentrate on for A/B testing (elevated web site site visitors, decrease bounce charges, and so on.), however it is best to have the ability to check, assist, show, and disprove your speculation.
  • When testing, be sure you’re splitting your pattern teams equally and randomly, so your information is viable and never as a consequence of probability.
  • Take motion primarily based on the outcomes you observe.

Begin Your Subsequent A/B Check Right now

You possibly can see wonderful outcomes from the A/B testing examples above. These companies had been in a position to take motion on objectives as a result of they began testing. If you wish to get nice outcomes, you have to get began, too.

Editor’s be aware: This publish was initially printed in October 2014 and has been up to date for comprehensiveness.

The Ultimate A/B Testing Kit

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