A/B Testing Case Studies

One of the best way to come up with A/B testing ideas is to learn from the experience of others. On this page you will find A/B testing case studies and conversion rate optimization case studies from the world’s largest brands and companies. We hope these stories will inspire you and help generate test ideas you can implement on your own website.

3 A/B Testing Case Studies on Seeking The Global Maximum

seek the global maximum

As the following case studies reveal, there are huge wins to be had from thinking big and being open to questioning the status quo. There are also important revelations lurking in smaller tests that can point the way to a major redesign. And sometimes testing is the only way to find true north amidst the chaos and confusion of major changes.

The Light At the End of the Funnel: Adventures in Getting Users to Do Stuff

mobile funnel testing

Do you have something you want to sell? Do you have users? If you answered yes to both these questions, then you probably have to get your users through some kind of a funnel.

That’s tough. When we set out to do this for a financial services company recently, we thought we knew a lot already (after all, this company had already achieved product-market fit). But what we learned surprised us.

4 Questions Every Optimization Team Needs to Answer

4 questions every optimization team needs to answer

How do you create a world-leading optimization team? One that you can trust to consistently deliver ROI year after year? Dedicated internal CRO teams are becoming increasingly common within businesses. As more and more companies adopt the testing culture, they start to ask the same questions:

– Where should we start testing?
– What happens when tests start losing?
– Is there an “optimization ceiling”? When is it reached?
– How do you prove a testing program’s value over time?

Trunk Club Increased Mobile App Conversions 43% By Adding This Step

Mobile app conversions

Mobile app optimization helps the Trunk Club team ensure that their app is efficient at converting browsers to customers, but it also helped them with an important discovery—finding the right customers to focus on, which means stylists can focus their attention on customers that are most likely to purchase clothing from their trunks.

Headline A/B Testing to Boost Ad Impressions: A Case Study from Ringier


Blick, the leading online and print tabloid in Switzerland, has boldly ventured into unchartered territory for most in the media industry: editorial A/B testing. By experimenting with headlines and teaser images, Blick’s editorial team is able to better understand what readers are most interested in, in real time.

How Discovery Increased Ad Viewability & CTR Through A/B Testing


Discovery Communications is a global mass media and entertainment company with an astonishing portfolio of television networks, including the Discovery Channel, Animal Planet, TLC, the Oprah Winfrey Network, and Science Channel. It has 2.9 billion global subscribers, a reach that totals 2 in 5 people on the planet.

The product team at Discovery Communications is driven by testing; they’re constantly iterating on their user experience to improve both content engagement and their display ad metrics.

How JustGiving is Raising Millions More Online with Simple Experiments


The product team at JustGiving, has done a lot of work over the years to increase social sharing: we’ve added more social sharing functionality and made it easier to share.

In January this year, we decided to run our first test to see if we could increase post-donation sharing by appealing to different motivations. So we designed a simple A/B test on the copy to see if a different message would increase the proportion of people who shared news about their donation with their social network. Given the volume of donations we process, a small change could have a massive impact.

13 E-commerce Conversion Optimization Case Studies

shopping carts ecommerce conversion optimization

Ideas for A/B tests can come from the darnedest places. But there’s nothing like case studies from other similar companies to get the hypothesis juices flowing. Here are 13 e-commerce conversion optimization case studies from Optimizely customers. Each one has a clear takeaway you can use as inspiration for your own test hypotheses. Scroll forth and grow that list of experiment ideas!

How Secret Escapes Increased LTV and Doubled Signup on Mobile

Secret Escapes iOS app

Secret Escapes is a flash-sale luxury travel company that offers discounted deals on four and five-star hotels around the world. The business is growing quickly with 300% YoY growth, expanding to markets in Germany and the U.S. with a base of 10 million+ members on their iOS/Android apps and website.

As a high-growth business in the extremely competitive online travel market, Secret Escapes cannot afford to make changes to any of their digital properties that might throw off this momentum. That’s why Secret Escapes runs all app and website changes—no matter how small—as Optimizely experiments first before rolling them out live.