Download our FREE ebook of 43 A/B testing case studies from the world's leading companies for test ideas and inspiration. Download Now

Optimizely Blog

Tips & Tricks for Building Your Experimentation Program

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.

An A/B Test that Improved Lead Quality for a B2B Sales Team by 140%

An A/B Test that Improved Lead Quality for a B2B Sales Team by 140%

Often times in website optimization, A/B test goals present tradeoffs. One such testing tradeoff for Business-to-Business (B2B) sites is optimizing for lead quality versus lead quantity.

This post is a story about how Iron Mountain, a B2B information software and management company, focused on (and solved) a lead quality problem.

Upworthy’s Jaw-Dropping A/B Test (That Will Restore Your Faith In Recommended Content)

Upworthy’s Jaw-Dropping A/B Test (That Will Restore Your Faith In Recommended Content)

Website optimization is a huge part of what has made Upworthy so successful. From day one, Co-founder Peter Koechley has focused on A/B testing to increase social shares and engagement around the site’s viral video content– testing headlines, content, and other modules to see what performs best. One recent test yielded surprising results (and a huge win).

Fifteen Million Sign-ups in 5 Days: Bridging Technology’s Opportunity Gap

Fifteen Million Sign-ups in 5 Days: Bridging Technology’s Opportunity Gap

With recent IPOs (Twitter), acquisitions (Google’s purchase of Nest for $3.2B in cash), and astounding offers (Facebook’s attempt to buy Snapchat for $3B), our business headlines tell a story of incredible opportunity in the world of technology. Products envisioned in dorm rooms have been adopted by billions of people, changed the way we live our […]

How Chrome Industries Uses Data to Build Great Experiences [VIDEO]

How Chrome Industries Uses Data to Build Great Experiences [VIDEO]

Website optimization is changing the way Chrome Industries does digital marketing. That’s thanks to Chrome’s Director of e-Commerce, Kyle Duford, who brought Optimizely into Chrome’s digital marketing arsenal in early 2013. In a video filmed at Chrome’s office/showroom in downtown San Francisco, Kyle explains why relying on data is critical to the growth of their online business.

[Case Study] SmartWool Sells More Socks With A/B Testing

[Case Study] SmartWool Sells More Socks With A/B Testing

It’s not too difficult for an experienced conversion optimization consultant to look at a horrid web design and have a strong feeling as to what changes will result in higher conversion rates. But when the original design is beautiful and already nails best practices, even expert intuition is good for nothing more than a hypothesis. Testing is essential. This was the case with SmartWool.

comScore Increases New Leads 69% by Adding a Customer Logo

comScore Increases New Leads 69% by Adding a Customer Logo

Social proof is a topic talked about frequently in online marketing. It is widely agreed upon that showing off logos of happy customers and testimonials on the website positively affects sales. But how do you best use testimonials to turn more new visitors into leads?

Learn how comScore A/B tested to discover a design that increased leads from product pages by 69%.

How A Data-Driven Site Redesign Lifted Clicks 606% and Purchases 11%

How A Data-Driven Site Redesign Lifted Clicks 606% and Purchases 11%

Website redesigns can be complex because there are many moving parts, opinions, and interests at play. For custom design and apparel marketplace, Spreadshirt, their recent complete site makeover was an exercise in data-driven redesign.

With a project as big as a total site redesign, testing can be daunting. Where does one start? The best place to start any A/B test is off the page entirely—start with your business goals. Read more to learn how Spreadshirt executed a redesign that increased purchases by 11% and clicks by 606%.