GoodUI Evidence

Get a sense of which GoodUI ideas work best based on 87 tests from people like you. Then, raise your conversions with detailed patterns derived from these tests.

GoodUI Ideas & Their Median Effect
58 Set Collections 160%
Test 78 Almost Completed Signup
5 Repetition 84%
Test 46 More Calls To Action
56 Attention Grabs 29.7%
Test 57 Modal Upsell
Test 69 Anchors Vs. Modals
Test 76 Full Height Email Grab
Test 19 Time Delayed Modal
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
49 Curiosity 21%
Test 32 Faded Dashboard Just One Click Away
Test 21 Endless Vs. Limited Search Results
Test 13 Small Preview / Teaser Link
14 Exposing Options 17%
Test 80 Exposed Call Button
Test 55 Exposed Navigation
Test 64 Floating Navigation
7 Recommending 14%
Test 70 Most To Least Expensive Plans
47 Icon Labels 13%
Test 18 Hamburger Vs. Menu II
Test 17 Hamburger Vs. Menu
Test 16 Hamburger Vs. Hamburger + Menu
37 Recognition 10%
Test 35 Cart Reminders
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
44 Smaller Commitments 7.5%
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 82 Postponed Modal With Input Field
  • Test 10 With & Without Fields
  • Test 66 3 Vs. 4 Checkout Steps
Test 4 Buy Now VS. Contact Buttons
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
13 Fewer Form Fields 5.1%
Test 85 No Canned Response Textarea
Test 28 No Company Field
  • Test 81 Bypassing Form Fields
  • Test 11 No Password Confirmation, No Birthday Fields
  • Test 86 No Phone Field
  • Test 42 No Coupon Code
68 Explaining 3.9%
Test 77 Top Aligned Labels With Example Inputs
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
24 Selling Benefits 3.3%
Test 75 Headline
Test 87 Contact Benefits
Test 68 Benefit Headline: Easiest
Test 67 Benefit Headline: Fastest
Test 73 List Of Benefits
Test 72 Passive Benefits
Test 56 Get More Reviews Headline
  • Test 79 Three Reassuring Bullets
  • Test 74 Publish Engaging Polls
4 Social Proof 3%
Test 3 Without & With Comments
Test 22 Lots Of Video Testimonials
  • Test 71 With Profile Pictures
  • Test 33 Blog Samples
  • Test 47 Directional Testimonials
  • Test 84 Usage Counts As Social Proof
Test 63 Authentic Product Photos
  • Test 31 60,000 People Use This
  • Test 54 Social Download Counts
  • Test 43 Ratings & Reviews
  • Test 83 Beneficial Testimonial
  • 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
20 Exposing Fields -0.2%
Test 41 Segmented Vs. Inline Form
Test 65 Up-front Form
12 Personality -2.1%
Test 8 Hello, With A Face
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
Jaymie Friesen
Vito Mediavilla
Aleksandr Elesev
Julian Gaviria
Jeremy Vlcan
Natasha Wahid
Lisa Seaman
Justin Butlion
Patrick McKenzie
Chad Frederiksen
Doug Baltman
Claire Vignon
Devesh Khanal
Kuba Koziej
Pierre Olivier Martel
Hugo Palm
Ryan Feeley
Rodrigo Maués

A lot of tests to look at? Let us help.
Get patterns that work repeatedly across websites

We know analysis can be hard work. That's why we look for what tends to repeat across tests and capture this as conversion patterns. We do this so that you can raise your conversion rates and get more winning tests. Here is a sample pattern backed by multiple tests to make your life a little easier:

Pattern Sample

Get the best conversion patterns today.

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