11 A/B Testing Examples From Real Businesses


Whether you are trying to increase revenue, sign-ups, social shares, or engagement, A/B testing and optimization can provide help to get there.

But for a lot of marketers on the market, the tough part about A/B testing is usually finding the correct test to drive the most important impact — especially whenever you’re just getting began. So, what is the recipe for high-impact success?

Truthfully, there is no such thing as a one-size-fits-all recipe. What works for one business won’t work for one more — and finding the correct metrics and timing to check could be a tough problem to unravel. That’s why you wish inspiration from A/B testing examples.

On this post, let’s review how a hypothesis will get you began along with your testing, and take a look at excellent examples from real businesses using A/B testing. While the identical tests may not get you a similar results, they can provide help to run creative tests of your personal.

A/B Testing Hypothesis Examples

A hypothesis could make or break your experiment, especially in the case of A/B testing. When creating your hypothesis, you wish to be certain that it’s:

  1. Focused on one specific problem you wish to solve or understand
  2. Capable of be proven or disproven
  3. Focused on making an impact (bringing higher conversion rates, lower bounce rate, etc.)

When making a hypothesis, following the “If, then” structure could be helpful, where in the event you modified a selected variable, then a selected result would occur.

Listed below are some examples of what that will appear to be in an A/B testing hypothesis:

  • Shortening contact submission forms to only contain required fields would increase the variety of sign-ups.
  • Changing the call-to-action text from “Download now” to “Download this free guide” would increase the variety of downloads.
  • Reducing the frequency of mobile app notifications from five times per day to 2 times per day will increase mobile app retention rates.
  • Using featured images which are more contextually related to our blog posts will contribute to a lower bounce rate.
  • Greeting customers by name in emails will increase the entire variety of clicks.

Let’s go over some real-life examples of A/B testing to arrange you for your personal.

A/B Testing Examples

Website A/B Testing Examples

1. HubSpot Academy’s Homepage Hero Image

Most web sites have a homepage hero image that inspires users to have interaction and spend more time on the location. This A/B testing example shows how hero image changes can impact user behavior and conversions.


Based on previous data, HubSpot Academy found that out of greater than 55,000 page views, only .9% of those users were watching the video on the homepage. Of those viewers, almost 50% watched the complete video.

Chat transcripts also highlighted the necessity for clearer messaging for this handy and free resource.

That is why the HubSpot team decided to check how clear value propositions could improve user engagement and delight.

A/B Test Method

HubSpot used three variants for this test, using HubSpot Academy conversion rate (CVR) as the first metric. Secondary metrics included CTA clicks and engagement.

Variant A was the control.

A/B testing examples: HubSpot Academy's Homepage Hero

For variant B, the team added more vibrant images and colourful text and shapes. It also included an animated “typing” headline.

A/B testing examples: HubSpot Academy's Homepage Hero

Variant C also added color and movement, in addition to animated images on the right-hand side of the page.

A/B testing examples: HubSpot Academy's Homepage Hero


Consequently, HubSpot found that variant B outperformed the control by 6%. In contrast, variant C underperformed the control by 1%. From those numbers, HubSpot was in a position to project that using variant B would result in about 375 more sign ups every month.

2. FSAstore.com’s Site Navigation

Every marketer could have to give attention to conversion sooner or later. But constructing a web site that converts is hard.


FSAstore.com is an ecommerce company supplying home goods for Americans with a versatile spending account.

This handy site could help the 35 million+ customers which have an FSA. But the web site funnel was overwhelming. It had too many options, especially on category pages. The team felt that customers weren’t making purchases due to that issue.

A/B Test Method

To work out how you can appeal to its customers, this company tested a simplified version of its website. The present site included an information-packed subheader in the location navigation.

To check the hypothesis, this A/B testing example compared the present site to an update without the subheader.

A/B testing examples: FSAstore.com


This update showed a transparent boost in conversions and FSAstore.com saw a 53.8% increase in revenue per visitor.

3. Expoze’s Web Page Background

The visuals in your web page are vital because they assist users resolve whether or not they need to spend more time in your site.

On this A/B testing example, Expoze.io decided to check the background on its homepage.


The web site home page was difficult for some users to read due to low contrast. The team also needed to work out how you can improve page navigation while still representing the brand.

A/B Test Method

First, the team did some research and created several different designs. The goals of the redesign were to enhance the visuals and increase attention to specific sections of the house page, just like the video thumbnail.

A/B testing examples: Expoze.io

They used AI-generated eye tracking as they designed to search out one of the best designs before A/B testing. Then they ran an A/B heatmap test to see whether the brand new or current design got probably the most attention from visitors.

A/B testing examples: Expoze.io heatmaps


The brand new design showed a giant increase in attention, with version B bringing over 40% more attention to the specified sections of the house page.

This design change also brought a 25% increase in CTA clicks. The team believes that is on account of the added contrast on the page bringing more attention to the CTA button, which was not modified.

4. Thrive Themes’ Sales Page Optimization

Many landing pages showcase testimonials. That is worthwhile content and it could actually boost conversion.

That is why Thrive Themes decided to check a latest feature on its landing pages — customer testimonials.


Within the control, Thrive Themes had been using a banner that highlighted product features, but not how customers felt concerning the product.

The team decided to check whether adding testimonials to a sales landing page could improve conversion rates.

A/B Test Method

On this A/B test example, the team ran a 6-week test with the control against an updated landing page with testimonials.

A/B testing examples: Thrive Themes


This variation netted a 13% increase in sales. The control page had a 2.2% conversion rate, but the brand new variant showed a 2.75% conversion rate.

Email A/B Testing Examples

5. HubSpot’s Email Subscriber Experience

Getting users to have interaction with email is not a simple task. That is why HubSpot decided to A/B test how alignment impacts CTA clicks.


HubSpot decided to alter text alignment within the weekly emails for subscribers to enhance the user experience. Ideally, this improved experience would end in the next click rate.

A/B Test Method

For the control, HubSpot sent centered email text to users.

A/B test examples: HubSpot, centered text alignment

For variant B, HubSpot sent emails with left-justified text.

A/B test examples: HubSpot, left-justified text alignment


HubSpot found that emails with left-aligned text got fewer clicks than the control. And of the entire left-justified emails sent, lower than 25% got more clicks than the control.

6. Neurogan’s Deal Promotion

Profiting from email promotion is vital for any company, especially those in competitive industries.

This instance uses the facility of current customers for increasing email engagement.


Neurogan wasn’t all the time offering the correct content to its audience and it was having a tough time competing with a flood of other latest brands.

A/B Test Method

An email agency audited this brand’s email marketing, then focused efforts on segmentation. This A/B testing example starts with creating product-specific offers. Then, this team used testing to work out which deals were best for every audience.


These changes brought higher revenue for promotions and better click rates. It also led to a latest workflow with a 37% average open rate and a click rate of three.85%.

For more on how you can run A/B testing to your campaigns, take a look at this free A/B testing kit.

Social Media A/B Testing Examples

7. Vestiaire’s TikTok Awareness Campaign

A/B testing examples just like the one below can provide help to think creatively about what to check and when. That is extra helpful if your corporation is working with influencers and doesn’t need to impact their process while working toward business goals.


Fashion brand Vestaire wanted help growing the brand on TikTok. It was also hoping to extend awareness with Gen Z audiences for its latest direct shopping feature.

A/B Test Method

Vestaire’s influencer marketing agency asked eight influencers to create content with specific CTAs to fulfill the brand’s goals. Each influencer had extensive creative freedom and created a variety of various social media posts.

Then, the agency used A/B testing to decide on the best-performing content and promoted this content with paid promoting.

A/B testing examples: Vestaire


This testing example generated over 4,000 installs. It also decreased the price per install by 50% in comparison with the brand’s existing presence on Instagram and YouTube.

8. Underoutfit’s Promotion of User-Generated Content on Facebook

Paid promoting is getting dearer, and clickthrough rates decreased through the end of 2022.

To take advantage of social ad spend, marketers are using A/B testing to enhance ad performance. This approach helps them test creative content before launching paid ad campaigns, like within the examples below.


Underoutfit wanted to extend brand awareness on Facebook.

A/B Test Method

To satisfy this goal, it decided to try adding branded user-generated content. This brand worked with an agency and a number of other creators to create branded content to drive conversion.

Then, Underoutfit ran split testing between product ads and the identical ads combined with the brand new branded content ads. Each groups within the split test contained key marketing messages and clear CTA copy.

The brand and agency also worked with Meta Creative Shop to be certain the videos met best practice standards.

A/B testing examples: Underoutfit


The test showed impressive results for the branded content variant, including a 47% higher clickthrough rate and 28% higher return on ad spend.

9. Databricks’ Ad Performance on LinkedIn

Pivoting to a latest strategy quickly could be difficult for organizations. This A/B testing example shows how you should use split testing to work out one of the best latest approach to an issue.


Databricks, a cloud software tool, needed to lift awareness for an event that was shifting from in-person to online.

A/B Test Method

To attach with a big group of recent people in a personalised way, the team decided to create a LinkedIn Message Ads campaign. To be certain the messages were effective, it used A/B testing to tweak the topic line and message copy.


A/B testing examples: Databricks

The third variant of the copy featured a hyperlink in the primary sentence of the invitation. In comparison with the opposite two variants, this version got nearly twice as many clicks and conversions.

Mobile A/B Testing Example

7. HubSpot’s Mobile Calls-to-Motion

On this blog, you may notice anchor text within the introduction, a graphic CTA at the underside, and a slide-in CTA whenever you scroll through the post. When you click on one in every of these offers, you may land on a content offer page.

While many users access these offers from a desktop or notebook computer, many others plan to download these offers to mobile devices.


But on mobile, users weren’t finding the CTA buttons as quickly as they may on a pc. That is why HubSpot tested mobile design changes to enhance the user experience.

Previous A/B tests revealed that HubSpot’s mobile audience was 27% less prone to click through to download a proposal. Also, lower than 75% of mobile users were scrolling down far enough to see the CTA button.

A/B Test Method

So, HubSpot decided to check different versions of the offer page CTA, using conversion rate (CVR) as the first metric. For secondary metrics, the team measured CTA clicks for every CTA, in addition to engagement.

HubSpot used 4 variants for this test.

For variant A, the control, the normal placement of CTAs remained unchanged.

For variant B, the team redesigned the hero image and added a sticky CTA bar.

A/B testing examples: HubSpot mobile, A & B

For variant C, the redesigned hero was the one change.

For variant D, the team redesigned the hero image and repositioned the slider.

A/B testing examples: HubSpot mobile, C & D


All variants outperformed the control for the first metric, CVR. Variant C saw a ten% increase, variant B saw a 9% increase, and variant D saw an 8% increase.

From those numbers, HubSpot was in a position to project that using variant C on mobile would result in about 1,400 more content leads and almost 5,700 more form submissions every month.

11. Hospitality.net’s Mobile Booking

Businesses must sustain with quick shifts in mobile devices to create a consistently strong customer experience.

A/B testing examples just like the one below will help your corporation streamline this process.


Hospitality.net offered each simplified and dynamic mobile booking experiences. The simplified experience showed a limited number of obtainable dates and the design is for smaller screens. The dynamic experience is for the larger mobile device screens. It shows a wider range of dates and costs.

However the brand wasn’t sure which mobile optimization strategy can be higher for conversion.

A/B Test Method

This brand believed that customers would favor the dynamic experience and that it could get more conversions. However it selected to check these ideas with a straightforward A/B test. Over 34 days, it sent half of the mobile visitors to the simplified mobile experience, and half to the dynamic experience, with over 100,000 visitors total.

A/B testing examples: Hospitality.net


This A/B testing example showed a 33% improvement in conversion. It also helped confirm the brand’s educated guesses about mobile booking preferences.

A/B Testing Takeaways for Marketers

Plenty of various factors can go into A/B testing, depending on your corporation needs. But there are just a few key things to take into account:

  • Every A/B test should start with a hypothesis focused on one specific problem you can test.
  • Ensure that you’re testing a control variable (your original version) and a treatment variable (a new edition that you think that will perform higher).
  • You’ll be able to test various things, like landing pages, CTAs, emails, or mobile app designs.
  • The very best technique to understand in case your results mean something is to work out the statistical significance of your test.
  • There are a selection of goals to give attention to for A/B testing (increased site traffic, lower bounce rates, etc.), but it is best to give you the option to check, support, prove, and disprove your hypothesis.
  • When testing, be certain you’re splitting your sample groups equally and randomly, so your data is viable and never on account of probability.
  • Take motion based on the outcomes you observe.

Start Your Next A/B Test Today

You’ll be able to see amazing results from the A/B testing examples above. These businesses were in a position to take motion on goals because they began testing. If you wish to get great results, you’ve to start, too.

Editor’s note: This post was originally published in October 2014 and has been updated for comprehensiveness.


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