In the melting pot of A/B testing case studies available on the web, not all of them are relevant to your business niche. One successful case can’t suit all industries due to factors like diverse audiences, sales funnels, and other variables that require a dedicated UX research and analysis.
We have prepared a list of the most striking A/B testing examples conducted for e-commerce businesses. For your convenience, we’ve grouped them into six topics so you can easily skim through the article. Simply choose the element you're most interested in from our table of contents and jump right to it.
1. Navigation Experiments
Test #1: Navigation Bar
Business and Its Aim
FSAstock.com is the only e-commerce store that provides Americans with products and services eligible for FSA – employer-based programs that allow consumers to set aside tax-free dollars to purchase medical products and services. The company faced a challenge: visitors were not converting into customers. The hypothesis was that too many distracting elements and options on the category page confused users.
What Was Done
An overwhelming sub-header was removed from the site navigation.
The Result
53.8% increase in revenue per visit on the category page.
Takeaways
A navigation bar should simplify the user experience, not complicate it. Too many tabs can distract and confuse potential customers. Step back and evaluate your website: Is everything clear at first glance? Are there elements that feel overwhelming? If you have doubts, it’s time to run an A/B testing example in marketing.
Test #2: Widget with Footwear Sizes
Business and Its Aim
Modlet, a Romanian footwear retailer, was dissatisfied with its 1.5% conversion rate. Google Analytics data revealed an interesting insight: visitors who made a purchase browsed less than those who didn’t convert.
A key factor was the filtering option. Shoppers who used a shoe size filter made a purchase faster since they didn’t waste time checking availability manually.
What Was Done
A layered navigation widget for footwear sizes was added. By selecting a shoe size, users were redirected to a page displaying only the available options in that size.
The Results
The shoe size widget increased conversions by 20.5% and boosted revenue by an astonishing 68.9%.
Takeaways
- Before brainstorming A/B testing marketing examples, analyze your Google Analytics data.
- Consider all decision-making factors in your sales funnel. Filtering by size speeds up purchasing decisions and reduces frustration.
- Prioritize essential sorting options. While extensive navigation choices can help, highlighting key criteria can improve user experience and conversions.
2. Mobile Magic
Test #1: Button Colors
Business and Its Aim
Extra Space Storage, a US-based self-storage provider with over 1,000 locations across 35 states, wanted to increase conversions.
What Was Done
The original CTA button, along with elements like star ratings, a telephone icon, and “Show Map” text, was blue. The hypothesis was that changing the CTA button color to stand out from other text would encourage more conversions.
Three CTA button colors were tested:
- Original blue button (control)
- Yellow button (not shown here)
- Orange button (winner)
The test was conducted on the mobile version.
Read More: Best CTA Button Colors – Original Research
The Results
The decision to change the CTA button color was effective. While the yellow button performed slightly better, the orange button outperformed both, increasing reservations by 7.8%.
Takeaways
In Western culture, orange is associated with fun, urgency, and impulse, making it particularly effective on mobile, where users make quick decisions. Orange is often linked to affordability, reinforcing a sense of value. In this AB test example, the orange CTA button complemented the “First Month Free” text, reinforcing the idea of a double bargain.
Test #2: Splash Page on Mobile Version
Business and Its Aim
An e-commerce website noticed that many mobile visitors were abandoning the site without engaging. The goal was to capture more leads and guide users toward making a purchase.
What Was Done
A splash page was introduced for mobile visitors, featuring a clear CTA, a limited-time discount, and an easy sign-up option.
The Results
The splash page increased email sign-ups by 45% and boosted first-time purchases by 18%.
Takeaways
A well-designed splash page can grab attention and encourage action. Keep it simple, offer a compelling incentive, and ensure a seamless transition to the main site.
3. Page Structure Art
Test #1: Homepage
Business and Its Aim
Susty Party, a company selling eco-friendly disposable tableware, had high website traffic but low conversion rates. The goal was to increase engagement and drive more sales.
What Was Done
A high bounce rate on the homepage suggested a lack of a clear USP. Several changes were made:
- Real customer testimonials were added.
- Product videos were removed from the homepage to reduce distractions.
- A security affirmation was added to the checkout page.
- A CTA button was added to the banner.
The Results
The conversion rate from the homepage increased by 250%.
Takeaways
A cluttered homepage can hurt conversions. This AB testing case study highlights the importance of guiding users through the sales funnel rather than overwhelming them with distractions. Prioritize clear messaging, testimonials, and strong CTAs over excessive design elements.
Test #2: Mobile Landing Page
Business and Its Aim
Elegant Steps, a wedding shoe store, was frustrated with its low conversion rate from mobile devices, only 0.6%.
What Was Done
A mobile-specific landing page was tested with optimized content and a streamlined purchasing process.
The Results
Conversions significantly improved, demonstrating the impact of a mobile-first approach.
Takeaways
Your mobile landing page should be concise, visually appealing, and conversion-focused. A well-optimized mobile experience can make a substantial difference, as shown in this AB testing website example.
4. Price Display Optimization
Test #1: Boxes vs. Rows
Business and Its Aim
RS Components is a distributor of electronic, electrical, and industrial components. Their team identified that the store’s price display was not intuitive, making it difficult for customers to quickly understand pricing information.
What Was Done
To simplify the price table, the layout was redesigned from boxes to rows.
The Results
This change led to a 9.16% increase in clicks on the “Add to Basket” button.
Takeaways
Displaying complex pricing information effectively is a challenge. The best way to optimize it is through A/B testing to understand how the majority of your audience prefers to consume information. In this case, technical buyers found price rows easier to navigate than visually elaborate tiles.
Test #2: Zeros in Prices
Business and Its Aim
A jewelry fashion brand launched this test based on the hypothesis that shorter price displays make products appear more affordable.
What Was Done
All zeros after the decimal point were removed across all products on the website.
The Results
The modified price display led to:
- 9.3% increase in add-to-cart clicks
- 29% rise in visits per order
- 47% increase in revenue per visitor
Takeaways
The hypothesis was confirmed: price formatting influences purchase decisions. Trailing zeros can make a product appear more expensive. If you want to highlight a discount, consider keeping zeros in the strikeout price and removing them from the discounted price to reinforce the perception of a better deal.
5. Product Page Optimization
Test #1: Highlighting Free Returns
Business and Its Aim
Zalora, an Asian fashion retailer, sought to increase conversions by improving the visibility of its return policy on product pages.
What Was Done
Two key changes were tested:
- The “Free” keyword was moved from the right side to the left.
- The phrase “& Free Returns” was added next to the price tag.
Four variations were tested:
- Control (no changes)
- Variation 1 – Shift “Free” to the left
- Variation 2 – Add “& Free Returns”
- Variation 3 – Shift “Free” to the left and add “& Free Returns”
The Results
Variation 1 performed best, increasing checkout rates by 12.3%.
Takeaways
- Reading patterns matter – In most languages, users read from left to right, so placing critical information on the left side makes it more noticeable.
- Consistency enhances visibility – Repeating “Yes” in green boxes was more effective than using “Free” inconsistently.
Test #2: The Model’s Influence on Purchase Decisions
Business and Its Aim
AdonisClothing, a US-based men’s fashion e-commerce store, realized that most of its buyers were women shopping for their partners. Despite high product page views, add-to-cart rates were low, prompting a test to optimize product presentation.
What Was Done
Inspired by a real-life experience where the store owner’s fiancée encouraged him to grow a beard, the team tested variations featuring models with and without facial hair.
The Results
The bearded model variation outperformed the control by 49.73%, leading to a 33% increase in orders.
Takeaways
Beard fashion continues to be a trend, but the key insight is that clients are buying into an image. Understanding your audience’s preferences and aligning product presentation with consumer psychology can significantly boost conversions.
Test #3: CTA Button Clarity
Business and Its Aim
Evan Cycles, the UK’s largest bicycle retailer with 1.5 million monthly visitors, conducted user research to identify UX issues. Customers reported that selected products appeared out of stock, even when they weren’t.
What Was Done
The team improved the “Add to Basket” button by:
- Making it more prominent
- Prompting users to select size and color before adding to cart
The Results
These changes resulted in:
- 49% increase in conversions
- 4.3% rise in revenue
Takeaways
Customers associate faded elements with out-of-stock products, so CTA clarity is crucial. User testing and feedback loops help identify UX pain points that may not be obvious from an internal perspective.
6. Headline Optimization
Test #1: Matching Copy to PPC Ads
Business and Its Aim
California Closets, a provider of premium custom storage solutions, wanted to enhance its sales funnel by aligning landing page copy with PPC ad messaging.
What Was Done
The headline and subheading on the landing page were changed to match the PPC ad copy exactly.
The Results
The relevant copy outperformed the generic, “catchy” headline, increasing form submissions by 115%.
Takeaways
Copy relevancy matters. While creative headlines are important, they should always align with user intent. A/B testing multiple landing page variations ensures you find the best-performing copy.
Test #2: Navigation Menu Copy Optimization
Business and Its Aim
Anton’s Cleaners, a dry-cleaning company, wanted to increase sign-ups for their loyalty program.
What Was Done
The navigation menu tab for the loyalty program was changed from “VIP Express” to “Save 50%”.
The Results
The new label increased the click-through rate by 37%.
Takeaways
- Clarity beats ambiguity – “VIP Express” may have sounded premium but was unclear to first-time visitors.
- Discount-driven copy resonates – “Save 50%” immediately communicates value and affordability, which better aligned with customer expectations.
Test #3: Headline Personalization for Retargeting
Business and Its Aim
A subscription-based meal kit service noticed that visitors who abandoned the site after browsing meal plans had a low return rate. The company aimed to re-engage these potential customers by tailoring landing page headlines based on their browsing history.
What Was Done
Two variations of the landing page were tested:
- Generic Headline: "Healthy, Delicious Meals Delivered to Your Door" (control)
- Personalized Headline: "Still Looking for Quick & Healthy Dinners? Get 25% Off Today!"
Visitors who had previously viewed the meal plans were retargeted with the personalized version when they returned.
The Results
The personalized headline increased conversion rates by 42%, with a 19% higher engagement rate compared to the generic version.
Takeaways
- Personalization drives engagement – Addressing past browsing behavior makes the messaging more relevant.
- FOMO and urgency work – Adding a time-sensitive offer ("Get 25% Off Today!") encouraged users to act.
- Retargeting landing pages should match user intent – Visitors who return are already interested, so tailoring headlines to their past activity increases the likelihood of conversion.
Final Thoughts
We hope these e-commerce A/B testing case studies have inspired you to experiment with UX improvements, pricing psychology, and conversion rate optimization on your store. As you could witness, data-driven insights from user research, analytics, and real-world testing can bring significant revenue gains!
What test results surprised you the most? Share your thoughts in the comments below!
