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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.

Why Customer Behavior is Key to Unlocking Growth

Why Customer Behavior is Key to Unlocking Growth

As expectations about brand interactions continue to rise, and customers place more emphasis on experiences, relying on actual trends in your customers’ behavior as your north star for decision-making can help you to gain a competitive edge. Looking at how your users are responding to your value proposition can help to prioritize which experiments to […]

Volaris: Building an Optimization-Driven Company Culture

Volaris: Building an Optimization-Driven Company Culture

Volaris, an ultra low-cost airline based in Mexico City that transports an average of 15M travelers annually. Volaris’ commitment to customer service and the company’s deep understanding of their travelers’ needs distinguishes them from other airlines. However, being the second largest airline in the region, the company faces stiff competition from rival airlines looking to […]

The Big Book of Experimentation Case Studies [eBook]

The Big Book of Experimentation Case Studies [eBook]

Every touchpoint with a customer is an opportunity to win that customer’s heart and make them great. By experimenting everywhere, businesses have a powerful strategy for reorienting towards their customer as the true north, striving to iterate quickly, make improvements, and deliver customer experiences that are delightful and fuel growth. This is a philosophy we wholeheartedly […]

How Experimentation Fuels a Winning Customer Acquisition Strategy

How Experimentation Fuels a Winning Customer Acquisition Strategy

When growing your business, you need more than a couple of quick hacks to bring customers in the door: you need a proven strategy for customer acquisition that is dependable, scalable, and profitable in the long run.

But how do you find the right customer acquisition opportunities without burning through budget or over-investing in the wrong channels?

How an Online-First Model for Retailers’ New Initiatives Drives Down Costs and Reduces Risk

How an Online-First Model for Retailers’ New Initiatives Drives Down Costs and Reduces Risk

In an increasingly challenging and fast-moving retail environment, organizations are looking for every opportunity to reduce cost and risk while improving the end-to-end customer experience.

Given the disruption created by online pure players, how can traditional retailers maximize the value of the multi-channel model of customer engagement and also gain new levels of agility and innovation, from introducing new products through to marketing?

How We Got Our Client to Care About Optimization with a CTA Button Test

How We Got Our Client to Care About Optimization with a CTA Button Test

Perhaps you’ve seen the movie, “A Christmas Story?”

If you haven’t seen this holiday comedy, which I highly recommend, let me at least tell you that the movie contains a subplot in which the main character jumps through hoops and exercises great patience, only to end up highly annoyed and disappointed thanks to the realities of marketing. Sound familiar? You’re not alone. Here’s a tale of our own disappointment—and how we turned it around.

The Results Are In: What We Learned by A/B Testing a Personalized Homepage

The Results Are In: What We Learned by A/B Testing a Personalized Homepage

We recently redesigned and personalized Optimizely’s homepage to reflect our focus on an account-based strategy; and while we were thrilled with what we were able to accomplish in the project, we wanted to quantify the impact.

For those of you out there who are wondering—does ABM drive results? Is a website personalization initiative worth it? We’re going to share our findings and what we’ve learned.