Below mentioned are seven successful A\/B testing case studies & examples showcasing how some of the world\u2019s leading companies have leveraged A\/B testing, using a\/b testing software<\/a>, and the culture of experimentation to their advantage.<\/p>\n\n\n Grene is a highly recognized eCommerce brand headquartered in Poland that sells a comprehensive variety of agriculture-related products. Over the years, the eCommerce giant has run many successful A\/B tests, one of which was revamping its mini cart page<\/a> to add prominence to in-page elements. <\/p>\n\n\n\n While analyzing their mini cart page, Grene\u2019s team found that users were:<\/p>\n\n\n\n This is what the control looked like:<\/p>\n\n\n Basis the identified problems, the company decided to make the following changes to their mini cart page and A\/B test their hypotheses using VWO. <\/p>\n\n\n\n Changes were:<\/p>\n\n\n\n This is what the variation looked like:<\/p>\n\n\n After running the campaign for 36 days, Grene saw the following results:<\/p>\n\n\n\n Grene Redesigned its Mini Cart and Saw a 2x Increase in Overall Purchase Quantity<\/strong><\/a><\/strong><\/p>\n\n\n WorkZone is a US-based software company that provides robust project management solutions and documentation collaboration tools to all types and sizes of organizations. Owing to its level of operations, WorkZone constantly needs to be upon its A-game to drive as many conversions as possible.<\/p>\n\n\n\n In order to build a good brand reputation, the company had put up a customer review section (as a social proof<\/a> marketing strategy) next to the demo request form on the lead generation page. Soon, WorkZone realized that customer testimonial logos were overshadowing the form, further distracting visitors from filling it. They decided to change customer testimonial logos, from their original color to black and white, and see whether the change would help increase the number of demo requests.<\/p>\n\n\n\n Here\u2019s what the control and variation looked like:<\/p>\n\n\n After running the test for about 22 days, WorkZone found that the variation outperformed the control. It projected a 34% increase in form submissions and marked a 99% statistical significance<\/a>.<\/p>\n\n\n\n Zalora is one of the fastest-growing online fashion retailers in the Asia-Pacific region. The eCommerce store is most known for its chic and snazzy fashion and beauty products. Zalora is one of VWO\u2019s esteemed customers and has been using its services day-in-day-out. <\/p>\n\n\n\n Of the many successful A\/B tests that Zalora has run so far, one experiment that really stood out was optimizing the design of product pages<\/a> to highlight some of the brand\u2019s rewarding features like a free return policy and free delivery services. <\/p>\n\n\n\n The eCommerce company came up with this hypothesis<\/a> basis the data collected by its customer service team. It contended that customers were unaware of Zalora\u2019s free return policy due to poor visibility of the feature on the product pages. The team soon made necessary amendments and ran an experiment to note customer reactions. <\/p>\n\n\n\n Here\u2019s what the control and variations looked like:<\/p>\n\n\n After running the test for a significant amount of time, Zalora found that Variation 1 outperformed the control and its counter variation 2. By simply bringing uniformity to Zalora\u2019s call to action button<\/a>, the eCommerce giant saw an increase of 12.3% in its checkout rate.<\/p>\n\n\n\n Ubisoft Entertainment is one of the leading French video game companies. It\u2019s most known for publishing games for several highly renowned video game franchises such as For Honor, Tom Clancy\u2019s, Assassin\u2019s Creed, Just Dance, etc., and delivering memorable gaming experiences. <\/p>\n\n\n\n For Ubisoft, lead generation and conversion rate<\/a> are two key metrics to analyze its overall performance. While some of its pages were performing well in terms of lead generation and conversion rate, its \u2018Buy Now\u2019 page dedicated to the \u2018For Honor\u2019 brand wasn\u2019t yielding the best of results. <\/p>\n\n\n\n Ubisoft\u2019s team investigated the matter, collected visitor data using click maps, scroll maps, heatmaps<\/a>, and surveys, and analyzed that their buying process was too tedious. The company decided to overhaul For Honor\u2019s Buy Now page completely \u2013 reduce the up and down page scroll and simplify the entire buying process.<\/p>\n\n\n\n Here\u2019s how the control and variation looked like:<\/p>\n\n\n\n After running the test for about three months, Ubisoft saw that variation brought about more conversions to the company than the control. Conversions went up from 38% to 50%, and overall lead generation increased by 12%.<\/p>\n\n\n\n Download Free: A\/B Testing Guide<\/em><\/strong><\/span><\/a><\/p>\n\n\n PayU is an Indian-origin fin-tech company that provides an exclusive range of financial solutions for local and cross-border merchants in emerging markets. As a payment facilitator, PayU finds it important to maintain a simple, intuitive, and convenient checkout process and eliminate all plausible elements that may cause drop-offs. <\/p>\n\n\n\n But, their Checkout page statistics spoke an altogether different story. The company, by using VWO Form Analytics<\/a> capabilities, found that a lot of people were dropping off from the page, which was significantly impacting their sales and revenue graph. <\/p>\n\n\n\n To streamline everything, PayU decided to make minor changes to its Checkout page form basis the data gathered and run an A\/B test to validate its hypothesis. While the old PayU Checkout page asked users to enter their mobile number and email address to complete the purchase process, the new Checkout page, on the other hand, only asked for a user\u2019s mobile number.<\/p>\n\n\n\n Here\u2019s how control and variation looked like:<\/p>\n\n\n The test results showed that by simply eliminating the email address field from the form placed on their Checkout page, the company was able to register an improvement of 5.8% in conversions as compared to the control.<\/p>\n\n\n\n ShopClues is a prominent eCommerce company that majorly operates in the Indian market. Although a new player in the fashion market, ShopClues gives tough competition to Flipkart, Snapdeal, and Amazon. The company strongly believes in the culture of experimentation<\/a> and runs multiple tests with changes month-on-month, to improve its products and services. <\/p>\n\n\n\n Of the many A\/B tests that ShopClues has run to date using VWO, one experiment that showed remarkable results was when the company increased its visits-to-order by optimizing its home page. <\/p>\n\n\n\n While planning the experiment, ShopClues carefully examined each home page element and tracked them for conversation signals. It found that the main navigation bar links on the homepage were getting a lot of clicks, especially \u201cWholesale,\u201d while the others were not. ShopClues understood that it was necessary to send better-qualified traffic to the category pages rather than leaving them wandering on the home page. <\/p>\n\n\n\n So, the company decided to replace the \u201cWholesale\u201d section with other marketing categories such as \u201csuper saver\u201d bazaar, etc. It also moved the \u2018Wholesale\u2019 section to the left side of the site in the hope that the page becomes more visually aligned and help get better-qualified visitors.<\/p>\n\n\n\n This is what the home page initially looked like:<\/p>\n\n\n This is what the variation looked like:<\/p>\n\n\n As hypothesized, this repositioning enabled customers to navigate through other category pages and not just wander through the wholesale section. The change further improved click-through rate<\/a> in the \u201cwholesale\u201d category as well.<\/p>\n\n\n\n Ben is a personal budget challenger in the Dutch telecom industry. Headquartered in The Hague, Netherlands, the company offers two kinds of subscription plans to its customers \u2013 a sim-only subscription and one that comes along with a mobile handset.<\/p>\n\n\n\n Of the many conversion rate optimization<\/a> campaigns that Ben has run on its website, one of them was to make the phone color palette prominently visible on the product page. The company found out that most people exploring the site were unaware of the fact that they have the liberty of choosing a phone color along with the best data and voice plans. The data collected using VWO Insights also showcased that while people did notice the color palette, they couldn\u2019t figure out its basic function. <\/p>\n\n\n\n Using the gathered information, Ben decided to make the necessary changes on the product page and run an A\/B test to authenticate their hypothesis. Here\u2019s what the control and variation looked like:<\/p>\n\n\n Ben ran the experiment for about two weeks and found that by simply making their color palette more prominently visible, its conversions went up by 17.63% and the number of customer calls to change device colors dropped significantly. <\/p>\n\n\n\n As these A\/B testing examples demonstrate, calibrated experimentation can help you discover powerful combinations that improve conversion rates and earn higher revenue. Irrespective of the industry you operate in, fostering an experimentation culture in your organization is a way forward to achieve significant conversions.<\/p>\n\n\n\n Look at experimentation as an integrated process and don’t treat every A\/B test in silo. VWO Plan comes in handy here as it allows you to jot observations from user behavioral analysis, create hypotheses based on those observations, and manage and prioritize testing ideas.<\/p><\/div><\/div><\/div><\/div>\n\n\n\n Watch this video for some more interesting A\/B testing examples as shared by Craig Smith, founder & CEO of Trinity Insight.<\/p>\n\n\n\nA\/B testing example 1:<\/strong><\/h2>\n\n
Grene redesigned its mini cart and saw a 2x increase in overall purchase quantity<\/strong><\/strong><\/strong><\/h3>\n\n\n
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Read the complete success story here:<\/h4>\n\n\n\n
A\/B testing example\u00a02:<\/strong><\/h2>\n\n
WorkZone increased its leads through its testimonials page by 34%<\/strong><\/strong><\/h3>\n\n\n
![\"control](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Image-3.png\")
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Read the complete success story here:<\/strong> <\/h4>\n\n\n\n
WorkZone Increased its Leads Through Its Testimonials Page By 34%<\/strong><\/a><\/h5>\n\n\n
A\/B testing example 3: <\/strong><\/h2>\n\n
Zalora\u2019s increased its checkout rate by 12.3% by optimizing its product pages<\/strong><\/strong><\/h3>\n\n\n
![\"control](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Image-5.png\")
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![\"second](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Image-7.png\")
Read the complete success story here<\/strong>: <\/h4>\n\n\n\n
Zalora\u2019s Increased its Checkout Rate by 12.3% by Optimizing its Product Pages<\/strong><\/a><\/h5>\n\n\n
A\/B testing example\u00a04:<\/strong><\/h2>\n\n
Ubisoft used A\/B testing to increase its lead generation by 12%<\/strong><\/strong><\/h3>\n\n\n
![\"control](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Image-8-e1575463550860.png\")
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Read the complete success story here:<\/strong><\/h4>\n\n\n\n
Ubisoft used A\/B Testing to Increase its Lead Generation by 12%<\/a><\/h5>\n\n\n\n
A\/B testing example 5: <\/strong><\/h2>\n\n
PayU increased its conversions by 5.8% using data-driven A\/B testing<\/strong><\/strong><\/h3>\n\n\n
![\"control](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Image-10.png\")
![\"variation](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Image-11.png\")
Read the complete success story here:<\/strong><\/h4>\n\n\n\n
PayU Increased its Conversions by 5.8% Using Data-Driven A\/B Testing<\/strong><\/a><\/h5>\n\n\n
A\/B testing example 6:<\/strong><\/h2>\n\n
ShopClues increased its visits-to-order by 26% from its home page<\/strong><\/strong><\/h3>\n\n\n
![\"control](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Image-12.png\")
![\"variation](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Image-13.png\")
Read the complete success story here:<\/strong> <\/h4>\n\n\n\n
ShopClues Increased its Visits-To-Order by 26% from its Home Page<\/strong><\/a><\/h5>\n\n\n
A\/B testing example 7:<\/strong><\/h2>\n\n
A minor change on Ben\u2019s product page helped get a 17.63% conversion uplift<\/strong><\/strong><\/h3>\n\n\n
![\"control](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Image-14.png\")
![\"variation](\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2019\/12\/Image-15.png\")
Read the complete success story here:<\/strong> <\/h4>\n\n\n\n
<\/a><\/a>A Minor Change on Ben\u2019s Product Page helped get a 17.63% Conversion Uplift<\/strong>ange on Ben\u2019s Product Page helped get a 17.63% Conversion Uplift<\/a><\/strong><\/h5>\n\n\n
Way forward<\/h2>\n\n\n
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