In this experiment, the control contained a headline with a somewhat ambiguous choice, asking users to "Login or Register". Whereas the variation communicated a simpler action headline: "Let's go". Down funnel impact was measured (post-registration) on product page views and adds to cart. (This also was an irregular split ratio; not a 50/50 split)

This is a heavily confounded multi-change experiment. In the variation, product choices on product detail pages were taken off and moved to a 2nd step (a new step). This also resulted in the price and primary button becoming more visible from an upward position shift. Impact on adds-to-cart and lead generation was measured.

In this experiment, the control shows an (X) close option within a signup flow, whereas the variation had it removed. Clicking the close icon would collapse the signup modal and show the product page. Users were still able use the back and forward functionality.

(The test was inversed in order to fit the pattern). Impact on signups was measured.

In this experiment, product listing were either opened in the same window (control) or opened in a new tab and focused on (variation). Impact on signups and sales was measured.