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.

Accelerating Innovation for OneMain Financial

A/B Testing Case Studies, Conversion Rate Optimization, Finance

By Sukh Dhillon
December 4, 2017

Founded in 1912, OneMain Financial is the largest personal loans provider in the United States. Contributing to the company’s longevity is a drive for continuous reinvention and innovation: OneMain Financial stays relevant to its market by making holistic business decisions around its product and marketing strategy. The company provides personalized, best-in-class service at their 1,600+ branches, […]

A/B Testing Case Studies, Growth Marketing

By Sukh Dhillon
September 25, 2017

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 […]

A/B Testing Best Practices, A/B Testing Case Studies

By Sukh Dhillon
July 25, 2017

“Best practices” tends to be used as a catch-all phrase often thrown around in the world of web design. When uttered, it’s almost as if design decisions are blessed with the ultimate guarantee of success— though this can prove to be a false truth in some situations, as Creative Market recently found out. Creative Market […]

A/B Testing Case Studies, Experimentation Culture

By Shana Rusonis
May 2, 2017

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 […]

A/B Testing Case Studies, experimentation

By Sukh Dhillon
January 19, 2017

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 […]

A/B Testing, A/B Testing Case Studies

By Julie Ritchie
August 3, 2016

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?

A/B Testing, A/B Testing Case Studies, E-commerce, Multivariate Testing

By Anoma van Eeden
August 2, 2016

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?

A/B Testing Case Studies, Media

By Oliver Palmer
July 13, 2016

How Does Page Load Time Impact Engagement?

Do these hundreds of lines of externally loaded Javascript code impact how fast a page loads? By how much? And what impact does this have on user engagement and retention?

This is what my colleagues and I set out to understand.

A/B Testing Case Studies, Lead Generation, Optimization Agencies

By Shamir Duverseau
July 5, 2016

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.

A/B Testing Case Studies, B2B, Personalization

By Shana Rusonis
June 23, 2016

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.

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Optimizely Blog

Tips & Tricks for Building Your Experimentation Program

Optimizely Blog

A/B Testing Case Studies

Accelerating Innovation for OneMain Financial

A/B Testing Case Studies, Conversion Rate Optimization, Finance

Why Customer Behavior is Key to Unlocking Growth

A/B Testing Case Studies, Growth Marketing

When ‘Best Practices’ Fall Flat

A/B Testing Best Practices, A/B Testing Case Studies

Volaris: Building an Optimization-Driven Company Culture

A/B Testing Case Studies, Experimentation Culture

The Big Book of Experimentation Case Studies [eBook]

A/B Testing Case Studies, experimentation

How Experimentation Fuels a Winning Customer Acquisition Strategy

A/B Testing, A/B Testing Case Studies

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

A/B Testing, A/B Testing Case Studies, E-commerce, Multivariate Testing

How Does Page Load Time Impact Engagement?

A/B Testing Case Studies, Media

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

A/B Testing Case Studies, Lead Generation, Optimization Agencies

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

A/B Testing Case Studies, B2B, Personalization

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