11 A/B Testing Examples From Actual Companies


Whether or not you are seeking to improve income, sign-ups, social shares, or engagement, A/B testing and optimization might help you get there.

However for a lot of entrepreneurs on the market, the robust half about A/B testing is usually discovering the proper take a look at to drive the most important impression — particularly while you’re simply getting began. So, what is the recipe for high-impact success?

Free Download: A/B Testing Guide and Kit

In truth, there isn’t any one-size-fits-all recipe. What works for one enterprise will not work for an additional — and discovering the proper metrics and timing to check generally is a robust drawback to unravel. That’s why you want inspiration from A/B testing examples.

On this put up, let’s evaluate how a speculation will get you began along with your testing, and take a look at wonderful examples from actual companies utilizing A/B testing. Whereas the identical exams might not get you an identical outcomes, they can show you how to run artistic exams of your personal.

A/B Testing Speculation Examples

A speculation could make or break your experiment, particularly in relation to A/B testing. When creating your speculation, you need to ensure that it’s:

  1. Centered on one particular drawback you need to resolve or perceive
  2. Capable of be confirmed or disproven
  3. Centered on making an impression (bringing larger conversion charges, decrease bounce price, and many others.)

When making a speculation, following the “If, then” construction might be useful, the place when you modified a particular variable, then a specific outcome would occur.

Listed below are some examples of what that will appear like in an A/B testing speculation:

  • Shortening contact submission types to solely comprise required fields would improve the variety of sign-ups.
  • Altering the call-to-action textual content from “Obtain now” to “Obtain this free information” would improve the variety of downloads.
  • Decreasing the frequency of cellular app notifications from 5 instances per day to 2 instances per day will improve cellular app retention charges.
  • Utilizing featured photos which can be extra contextually associated to our weblog posts will contribute to a decrease bounce price.
  • Greeting prospects by title in emails will improve the overall variety of clicks.

Let’s go over some real-life examples of A/B testing to organize you to your personal.

A/B Testing Examples

Web site A/B Testing Examples

1. HubSpot Academy’s Homepage Hero Picture

Most web sites have a homepage hero picture that conjures up customers to have interaction and spend extra time on the positioning. This A/B testing instance reveals how hero picture adjustments can impression consumer conduct and conversions.


Based mostly on earlier information, HubSpot Academy discovered that out of greater than 55,000 web page views, solely .9% of these customers had been watching the video on the homepage. Of these viewers, virtually 50% watched the complete video.

Chat transcripts additionally highlighted the necessity for clearer messaging for this convenient and free useful resource.

That is why the HubSpot workforce determined to check how clear worth propositions might enhance consumer engagement and delight.

A/B Check Methodology

HubSpot used three variants for this take a look at, utilizing HubSpot Academy conversion price (CVR) as the first metric. Secondary metrics included CTA clicks and engagement.

Variant A was the management.

A/B testing examples: HubSpot Academy's Homepage Hero

For variant B, the workforce added extra vibrant photos and colourful textual content and shapes. It additionally included an animated “typing” headline.

A/B testing examples: HubSpot Academy's Homepage Hero

Variant C additionally added coloration and motion, in addition to animated photos on the right-hand aspect of the web page.

A/B testing examples: HubSpot Academy's Homepage Hero


In consequence, HubSpot discovered that variant B outperformed the management by 6%. In distinction, variant C underperformed the management by 1%. From these numbers, HubSpot was capable of venture that utilizing variant B would result in about 375 extra signal ups every month.

2. FSAstore.com’s Website Navigation

Each marketer should give attention to conversion in some unspecified time in the future. However constructing an internet site that converts is hard.


FSAstore.com is an ecommerce firm supplying residence items for Individuals with a versatile spending account.

This convenient website might assist the 35 million+ prospects which have an FSA. However the web site funnel was overwhelming. It had too many choices, particularly on class pages. The workforce felt that prospects weren’t making purchases due to that concern.

A/B Check Methodology

To determine enchantment to its prospects, this firm examined a simplified model of its web site. The present website included an information-packed subheader within the website navigation.

To check the speculation, this A/B testing instance in contrast the present website to an replace with out the subheader.

A/B testing examples: FSAstore.com


This replace confirmed a transparent increase in conversions and FSAstore.com noticed a 53.8% improve in income per customer.

3. Expoze’s Internet Web page Background

The visuals in your net web page are necessary as a result of they assist customers determine whether or not they need to spend extra time in your website.

On this A/B testing instance, Expoze.io determined to check the background on its homepage.


The web site residence web page was troublesome for some customers to learn due to low distinction. The workforce additionally wanted to determine enhance web page navigation whereas nonetheless representing the model.

A/B Check Methodology

First, the workforce did some analysis and created a number of totally different designs. The targets of the redesign had been to enhance the visuals and improve consideration to particular sections of the house web page, just like the video thumbnail.

A/B testing examples: Expoze.io

They used AI-generated eye monitoring as they designed to seek out the perfect designs earlier than A/B testing. Then they ran an A/B heatmap take a look at to see whether or not the brand new or present design obtained essentially the most consideration from guests.

A/B testing examples: Expoze.io heatmaps


The brand new design confirmed a giant improve in consideration, with model B bringing over 40% extra consideration to the specified sections of the house web page.

This design change additionally introduced a 25% improve in CTA clicks. The workforce believes that is because of the added distinction on the web page bringing extra consideration to the CTA button, which was not modified.

4. Thrive Themes’ Gross sales Web page Optimization

Many touchdown pages showcase testimonials. That is useful content material and it will probably increase conversion.

That is why Thrive Themes determined to check a brand new function on its touchdown pages — customer testimonials.


Within the management, Thrive Themes had been utilizing a banner that highlighted product options, however not how prospects felt concerning the product.

The workforce determined to check whether or not including testimonials to a gross sales touchdown web page might enhance conversion charges.

A/B Check Methodology

On this A/B take a look at instance, the workforce ran a 6-week take a look at with the management in opposition to an up to date touchdown web page with testimonials.

A/B testing examples: Thrive Themes


This variation netted a 13% improve in gross sales. The management web page had a 2.2% conversion price, however the brand new variant confirmed a 2.75% conversion price.

E mail A/B Testing Examples

5. HubSpot’s E mail Subscriber Expertise

Getting customers to have interaction with electronic mail is not a straightforward process. That is why HubSpot determined to A/B take a look at how alignment impacts CTA clicks.


HubSpot determined to vary textual content alignment within the weekly emails for subscribers to enhance the consumer expertise. Ideally, this improved expertise would end in a better click on price.

A/B Check Methodology

For the management, HubSpot despatched centered electronic mail textual content to customers.

A/B test examples: HubSpot, centered text alignment

For variant B, HubSpot despatched emails with left-justified textual content.

A/B test examples: HubSpot, left-justified text alignment


HubSpot discovered that emails with left-aligned textual content obtained fewer clicks than the management. And of the overall left-justified emails despatched, lower than 25% obtained extra clicks than the management.

6. Neurogan’s Deal Promotion

Benefiting from electronic mail promotion is necessary for any firm, particularly these in aggressive industries.

This instance makes use of the facility of present prospects for growing electronic mail engagement.


Neurogan wasn’t all the time providing the proper content material to its viewers and it was having a tough time competing with a flood of different new manufacturers.

A/B Check Methodology

An electronic mail company audited this model’s electronic mail advertising and marketing, then targeted efforts on segmentation. This A/B testing instance begins with creating product-specific provides. Then, this workforce used testing to determine which offers had been greatest for every viewers.


These adjustments introduced larger income for promotions and better click on charges. It additionally led to a brand new workflow with a 37% common open price and a click on price of three.85%.

For extra on run A/B testing to your campaigns, try this free A/B testing kit.

Social Media A/B Testing Examples

7. Vestiaire’s TikTok Consciousness Marketing campaign

A/B testing examples just like the one beneath might help you suppose creatively about what to check and when. That is additional useful if your enterprise is working with influencers and does not need to impression their course of whereas working towards enterprise targets.


Vogue model Vestaire wished assist rising the model on TikTok. It was additionally hoping to extend consciousness with Gen Z audiences for its new direct procuring function.

A/B Check Methodology

Vestaire’s influencer advertising and marketing company requested eight influencers to create content material with particular CTAs to satisfy the model’s targets. Every influencer had intensive artistic freedom and created a spread of various social media posts.

Then, the company used A/B testing to decide on the best-performing content material and promoted this content material with paid advertising.

A/B testing examples: Vestaire


This testing instance generated over 4,000 installs. It additionally decreased the fee per set up by 50% in comparison with the model’s current presence on Instagram and YouTube.

8. Underoutfit’s Promotion of Consumer-Generated Content material on Fb

Paid promoting is getting costlier, and clickthrough rates decreased through the end of 2022.

To take advantage of social advert spend, entrepreneurs are utilizing A/B testing to enhance advert efficiency. This method helps them take a look at artistic content material earlier than launching paid advert campaigns, like within the examples beneath.


Underoutfit wished to extend model consciousness on Fb.

A/B Check Methodology

To fulfill this aim, it determined to strive including branded user-generated content material. This model labored with an company and a number of other creators to create branded content material to drive conversion.

Then, Underoutfit ran break up testing between product adverts and the identical adverts mixed with the brand new branded content material adverts. Each teams within the break up take a look at contained key advertising and marketing messages and clear CTA copy.

The model and company additionally labored with Meta Inventive Store to verify the movies met greatest follow requirements.

A/B testing examples: Underoutfit


The take a look at confirmed spectacular outcomes for the branded content material variant, together with a 47% larger clickthrough price and 28% larger return on advert spend.

9. Databricks’ Advert Efficiency on LinkedIn

Pivoting to a new strategy shortly might be troublesome for organizations. This A/B testing instance reveals how you should utilize break up testing to determine the perfect new method to an issue.


Databricks, a cloud software program instrument, wanted to boost consciousness for an occasion that was shifting from in-person to online.

A/B Check Methodology

To attach with a big group of latest folks in a personalised means, the workforce determined to create a LinkedIn Message Adverts marketing campaign. To verify the messages had been efficient, it used A/B testing to tweak the topic line and message copy.


A/B testing examples: Databricks

The third variant of the copy featured a hyperlink within the first sentence of the invitation. In comparison with the opposite two variants, this model obtained almost twice as many clicks and conversions.

Cell A/B Testing Instance

7. HubSpot’s Cell Calls-to-Motion

On this weblog, you may discover anchor textual content within the introduction, a graphic CTA on the backside, and a slide-in CTA while you scroll via the put up. When you click on on one among these provides, you may land on a content material supply web page.

Whereas many customers entry these provides from a desktop or laptop computer laptop, many others plan to obtain these provides to cellular gadgets.


However on cellular, customers weren’t discovering the CTA buttons as shortly as they might on a pc. That is why HubSpot examined cellular design adjustments to enhance the consumer expertise.

Earlier A/B exams revealed that HubSpot’s cellular viewers was 27% much less prone to click on via to obtain a suggestion. Additionally, lower than 75% of cellular customers had been scrolling down far sufficient to see the CTA button.

A/B Check Methodology

So, HubSpot determined to check totally different variations of the supply web page CTA, utilizing conversion rate (CVR) as the first metric. For secondary metrics, the workforce measured CTA clicks for every CTA, in addition to engagement.

HubSpot used 4 variants for this take a look at.

For variant A, the management, the normal placement of CTAs remained unchanged.

For variant B, the workforce redesigned the hero picture and added a sticky CTA bar.

A/B testing examples: HubSpot mobile, A & B

For variant C, the redesigned hero was the one change.

For variant D, the workforce redesigned the hero picture and repositioned the slider.

A/B testing examples: HubSpot mobile, C & D


All variants outperformed the management for the first metric, CVR. Variant C noticed a ten% improve, variant B noticed a 9% improve, and variant D noticed an 8% improve.

From these numbers, HubSpot was capable of venture that utilizing variant C on cellular would result in about 1,400 extra content material leads and virtually 5,700 extra type submissions every month.

11. Hospitality.web’s Cell Reserving

Companies have to sustain with fast shifts in cellular gadgets to create a persistently robust buyer expertise.

A/B testing examples just like the one beneath might help your enterprise streamline this course of.


Hospitality.net supplied each simplified and dynamic cellular reserving experiences. The simplified expertise confirmed a restricted variety of out there dates and the design is for smaller screens. The dynamic expertise is for the bigger cellular system screens. It reveals a wider vary of dates and costs.

However the model wasn’t positive which mobile optimization strategy could be higher for conversion.

A/B Check Methodology

This model believed that prospects would favor the dynamic expertise and that it will get extra conversions. Nevertheless it selected to check these concepts with a easy A/B take a look at. Over 34 days, it despatched half of the cellular guests to the simplified cellular expertise, and half to the dynamic expertise, with over 100,000 guests complete.

A/B testing examples: Hospitality.net


This A/B testing instance confirmed a 33% enchancment in conversion. It additionally helped affirm the model’s educated guesses about cellular reserving preferences.

A/B Testing Takeaways for Entrepreneurs

Numerous various factors can go into A/B testing, relying on your enterprise wants. However there are just a few key issues to bear in mind:

  • Each A/B take a look at ought to begin with a speculation targeted on one particular drawback that you could take a look at.
  • Ensure you’re testing a management variable (your authentic model) and a remedy variable (a brand new model that you just suppose will carry out higher).
  • You’ll be able to take a look at varied issues, like touchdown pages, CTAs, emails, or cellular app designs.
  • One of the best ways to know in case your outcomes imply one thing is to determine the statistical significance of your take a look at.
  • There are a number of targets to give attention to for A/B testing (elevated website site visitors, decrease bounce charges, and many others.), however you must be capable of take a look at, help, show, and disprove your speculation.
  • When testing, be sure to’re splitting your pattern teams equally and randomly, so your information is viable and never because of likelihood.
  • Take motion primarily based on the outcomes you observe.

Begin Your Subsequent A/B Check Right this moment

You’ll be able to see wonderful outcomes from the A/B testing examples above. These companies had been capable of take motion on targets as a result of they began testing. If you wish to get nice outcomes, you have to get began, too.

Editor’s word: This put up was initially revealed in October 2014 and has been up to date for comprehensiveness.

The Ultimate A/B Testing Kit

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