In this experiment, an extra product choice was added to the header of a homepage. Instead of only highlighting a set of four specific products, the option to build custom variety one, was added.

In this experiment, when customers viewed a product and returned to the homepage, they would then see the most recently viewed one - a delicate nudge. The experiment ran with full traffic and impact on sales was measured.

Three common delivery questions were answered at the bottom of a checkout page. 

In this experiment, the variation added a second total price at the bottom of the checkout screen just above the checkout button. The impact on sales was measured.

The variation here has more condensed product tiles being shown on a homepage. Two pieces of information were removed: product descriptions and past selections. Impact on product page visits and total sales was measured.

In this little experiment, an extra "Free Shipping" message was added on a product page. It's prominence was increased by using white copy on a darker blue background. Impact on adds-to-cart and total sales was measured.

In this experiment, an extra "Free Shipping" message was added on a product page - at the top of the buy box with an add-to-cart call to action. It's prominence was increased by using white copy on a darker blue background. Impact on adds-to-cart and total sales was measured.

This experiment tested the order of purchase plans. The control version sorted the purchase options by the least expensive while the variation sorted them by the most expensive first. Impact on sales and revenue was measured.

An extra "Place Order" button was duplicated above the fold on this checkout page. The control had a similar button further down at the bottom of the screen. The impact on total sales was measured from this change.

In this experiment, we tested a visible "Shipping Frequency" (A) option against a progressively displayed one (B) that would only appear after someone first chose a duration option. Thus in variation B, the buy box component would initially appear with fewer fields and smaller. The experiment measured initial progression and actual sales. 

Note on the data: the experiment was run a little shorter than usual, as one of the variations triggered a stop rule to protect losses (so the effect might be somewhat inflated from a lower power).

In this experiment, a handful of customers and contributors from GoodUI were added on a pricing page to test the effect on sales.

In this experiment a different headline was tested. "Reach Higher Conversions Faster" vs. "Learn From What We Try And Test".

In this experiment, we tested a standard modal (with 2 choices) against a "Maybe Later" one (with 3 choices). One of the choices in the variant allowed users to postpone their decision with a "maybe" which would enable a floating bar at the bottom of the screen. Clicking on any of the "Yes" options would send people to the bottom of the screen with an email signup form. Increasing signup was our primary measure. Both modals also appeared instantly after a page load.

In this experiment, full red background buttons were changed to ghost buttons (red outline and transparent fill)

In this test we tested onhover buttons (variant) versus more traditional always exposed and visible ones.

The variation added a progress bar to one of the checkout steps for a ticket ordering site.