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GoodUI Evidence

Get a sense of which GoodUI ideas work best based on 115 tests from people like you. This project evolved into GoodUI Fastforward where we continue the search for the most impactful and repeatable patterns.

GoodUI Ideas & Their Median Effect

-40%
0%
+40%

5 Repetition 161%

Test 101 Inline Link Nudge

Test 46 More Calls To Action

58 Set Collections 160%

Test 78 Almost Completed 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

22 Gradual Engagement 20%

Test 34 Gradually Engaging Quiz

Test 27 Gradual Book Covers

Test 36 Gradual Reassurance

Test 103 Gradual Language Types

Test 25 Room Type Choice Before Signup

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

14 Exposing Options 12%

Test 107 Exposed Individual EBooks

Test 110 Exposed Menu Options

Test 80 Exposed Call Button

Test 93 Exposed Top Content Links

Test 94 Exposed Pulldown Options - Agent Type
Test 55 Exposed Navigation

Test 64 Floating Navigation

37 Recognition 10%

Test 35 Cart Reminders

41 Anchoring 8.8%

Test 5 What It’s Worth

Test 2 Crossed Out List Price Anchor

Test 88 What It's Worth II
Test 37 Send Or Receive 500 For 4.99

26 Opt-Out 8.1%

Test 24 Auto-Renewal Opt-Out

56 Attention Grabs 6.3%

Test 57 Modal Upsell
Test 111 Full Height Email Grab II

Test 69 Anchors Vs. Modals

Test 76 Full Height Email Grab

Test 19 Time Delayed Modal

65 Authenticity 6%

Test 30 I Even Use My Own Credit Card

50 Reassurances 6%

Test 51 Secure Badge

Test 44 9 Reasons For Best Pet Care

Test 96 Local Is Better
Test 106 Three Reassurances

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

44 Smaller Commitments 5.5%

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 91 Multiple Steps
Test 10 With & Without Fields
Test 66 3 Vs. 4 Checkout Steps

Test 4 Buy Now VS. Contact Buttons

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

17 Showing State 4.6%

Test 99 Online Presence

59 Expectation Setting 4.1%

Test 97 Clear Response Times

Test 102 Response Rate & Time
Test 98 More Visible Response Times

24 Selling Benefits 3.8%

Test 68 Benefit Headline: Easiest

Test 67 Benefit Headline: Fastest

Test 87 Contact Benefits
Test 95 Bulleted Reassurances
Test 75 Headline

Test 73 List Of Benefits

Test 72 Passive Benefits

Test 104 Upload Benefits
Test 56 Get More Reviews Headline
Test 92 Benefit Headline: Empowering

Test 79 Three Reassuring Bullets
Test 74 Publish Engaging Polls

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

28 Smart Defaults 3.3%

Test 112 Canned Response II

Test 100 Canned Response Retest

Test 49 Smarter Tipping Option
Test 109 Canned Response

39 Faster Load Times 1.6%

Test 113 Instant Refresh Results

1 One Column Layout 1.1%

Test 108 Centered Form II

Test 90 Centered Form

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

4 Social Proof -2.1%

Test 22 Lots Of Video Testimonials

Test 3 Without & With Comments
Test 115 Beneficial Testimonials
Test 71 With Profile Pictures
Test 33 Blog Samples
Test 89 Checkout Testimonials
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

68 Explaining -3.6%

Test 105 Explanation Tooltips
Test 114 Explained Course Links With Descriptions

Test 77 Top Aligned Labels With Example Inputs

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

Matt Connor

Rob Draaijer

Mike Smith

Sol Orwell

Chris Goward

Martijn Oud

Daniel Shapiro

Mark Freedle

Grzegorz Jancewicz

This project now continues as GoodUI Fastforward ...

To check for what changes truly repeat we needed a more scalable platform. That's why we stopped adding tests under GoodUI Evidence and built an even more powerful platform - GoodUI Fastforward.

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

Insignificant

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