GoodUI Evidence

Learn which GoodUI ideas work best and which less so. Here are 64 tests which have been shared by people like you. For additional certainty, sign up for premium tests & comparisons.

GoodUI Ideas & Their Median Effect
5 Repetition 84%
Test 46 More Calls To Action
14 Exposing Options 50.8%
Test 55 Exposed Navigation
Test 64 Floating Navigation
22 Gradual Engagement 26%
Test 34 Gradually Engaging Quiz
Test 27 Gradual Book Covers
Test 36 Gradual Reassurance
Test 25 Room Type Choice Before Signup
56 Attention Grabs 22.3%
Test 57 Modal Upsell
Test 19 Time Delayed Modal
49 Curiosity 21%
Test 32 Faded Dashboard Just One Click Away
Test 21 Endless Vs. Limited Search Results
Test 13 Small Preview / Teaser Link
47 Icon Labels 13%
Test 18 Hamburger Vs. Menu II
Test 17 Hamburger Vs. Menu
Test 16 Hamburger Vs. Hamburger + Menu
44 Smaller Commitments 11.2%
Test 40 Order VS. Upload Buttons
Test 62 Single Vs. Multiple Step Checkout II
Test 38 Inline Form VS. Overlay Form
Test 1 Single VS. Multi Page Form
Test 20 Without "Try" Buttons
Test 61 Single Vs Multiple Step Checkout
Test 10 With & Without Fields
Test 4 Buy Now VS. Contact Buttons
37 Recognition 10%
Test 35 Cart Reminders
24 Selling Benefits 9%
Test 56 Get More Reviews Headline
41 Anchoring 8.8%
Test 5 What It’s Worth
Test 37 Send Or Receive 500 For 4.99
Test 2 Crossed Out List Price Anchor
26 Opt-Out 8.1%
Test 24 Auto-Renewal Opt-Out
13 Fewer Form Fields 7.6%
Test 11 No Password Confirmation, No Birthday Fields
Test 28 No Company Field
Test 42 No Coupon Code
65 Authenticity 6%
Test 30 I Even Use My Own Credit Card
16 Keeping Focus 5.6%
Test 12 Featured Blog Posts, No More
  • Test 26 Without Social Buttons
  • Test 29 More Focused Shopping Cart
  • Test 7 A Learn More Link, No More
48 Natural Language 3.3%
Test 60 Words & Forms III
Test 58 Madlib Signup Form
Test 15 Words & Forms II
  • Test 59 Conversational Forms
  • Test 14 Words & Forms
4 Social Proof 3.1%
Test 3 Without & With Comments
Test 22 Lots Of Video Testimonials
  • Test 33 Blog Samples
  • Test 47 Directional Testimonials
Test 63 Authentic Product Photos
  • Test 31 60,000 People Use This
  • Test 54 Social Download Counts
  • Test 43 Ratings & Reviews
  • Test 48 Benefit & Bio Testimonials
  • Test 53 Customer Reviews
28 Smart Defaults 1.1%
Test 49 Smarter Tipping Option
69 Concise Copy 0.9%
Test 45 Removing Fearful Copy
52 Thanking 0%
Test 50 Thank You In Advance
43 Progressive Disclosure -0.1%
Test 9 Click To See Email Field
Test 39 All Fields VS. Progressive Fields
12 Personality -2.1%
Test 8 Hello, With A Face
20 Exposing Fields -5.2%
Test 41 Segmented Vs. Inline Form
50 Reassurances -7%
Test 51 Secure Badge
Test 44 9 Reasons For Best Pet Care
18 Benefit Buttons -8.3%
Test 6 Yes-I-Want-To Benefit Buttons
67 Putting Others First -11%
Test 52 You Take Beautiful Photos
64 Storytelling -12%
Test 23 Product Usage Story

Thanks To All The Amazing People Who Shared Their Data

GoodUI Evidence is made possible by awesome people who believe in sharing their amazing A/B tests for others to benefit from. Share your test by reaching out to me (attach at least two screenshots) to make this project even better. We'll provide you with full credits, a link back and a dedicated mention on our 40k+ email list.

Franklin Valadares
Oskar Zabik
Louis Reingold
Steve Benjamins
Jakub Linowski
Andrei Zakhareuski
Rick Dawson
Syed AtiF Husain
Greg Van Horn
Nicole Morris
Dragoi Ciprian
Matt Aster
James Foster
Daniel Bridges
Justin Baer
Qster Zhao
Heather Gillette
Justin Rondeau
Herman Klein
Emīls Vēveris
Tael Pinault
Henry Dillon
Mr. Anonymous
Mira Y
Vito Mediavilla
Aleksandr Elesev
Julian Gaviria
Jeremy Vlcan
Natasha Wahid
Lisa Seaman
Justin Butlion
Patrick McKenzie
Chad Frederiksen
Doug Baltman

Build More Certainty From These & Premium Tests

If you like learning about the effectiveness of these GoodUI ideas, you'll also love the Datastories project. Each month we share updates about our exlcusive findings from comparing these and additional premium tests.

How Do We Set The Strength Of Effects?

Here is how we color code the effects of each test to make it easier to separate the strong from the weak.

Strong Loser

300+ conversions and a p‑value of 0.03 or smaller

Possible Loser

100+ conversions and a p‑value of 0.25 or smaller


A p‑value higher than 0.25

Possible Winner

100+ conversions and a p‑value of 0.25 or smaller

Strong Winner

300+ conversions and a p‑value of 0.03 or smaller