The best place to see real CRO examples is a collection of pages that were A/B tested, with the result attached.
This section groups 22 example collections by business type, plus a general A/B testing collection.
Start with product page examples for ecommerce, pricing page examples for SaaS, lead form examples for lead gen and app paywall examples for apps.
How we picked: every number below comes from a test in our archive of 1824 results, credited to whoever ran it.
We chose one strong, clearly reported test per collection. We did not run these tests ourselves.
| # | Collection | Best tested example | Result | Type |
|---|---|---|---|---|
| 1 | Ecommerce website examples | Added Quick Add buttons to collection page product cards | +$135,307/month (Oliver Kenyon) | Ecommerce |
| 2 | Shopify store examples | Rebuilt landing page natively in Shopify vs same page in a page builder | +20.9% revenue per visitor (Oliver Kenyon) | Ecommerce |
| 3 | Homepage design examples | USPs moved above homepage title and copy | +225% conversion rate (Blend Commerce) | Ecommerce |
| 4 | Product page examples | Rewrote product page copy from general claims to pain-point benefit copy | +$159K per month (Oliver Kenyon) | Ecommerce |
| 5 | Checkout page examples | Eight-step checkout cut to one step | +68% order completions (MECLABS) | Ecommerce |
| 6 | Abandoned cart email examples | Homepage cart reminder for cart abandoners | +7.6% revenue (Visually) | Ecommerce |
| 7 | Upsell and cross-sell examples | Added arrows to cart upsells and a delivery window line in the cart | +$127,867 per month (Oliver Kenyon) | Ecommerce |
| 8 | Product bundle examples | Quantity selector defaulting to 2 soaps | up to +54% revenue per user (SplitBase) | Ecommerce |
| 9 | Popup examples | Loyalty sign-up popup instead of a separate page | +209% sign-ups (Visually) | Ecommerce |
| 10 | Urgency and countdown timer examples | Countdown to the Christmas 2-day shipping cutoff | +32.4% RPS (Visually) | Ecommerce |
| 11 | Navigation and mega menu examples | Mega menu with category descriptions and testimonial, no product images | +$151,192/month (Oliver Kenyon) | Ecommerce |
| 12 | Social proof examples | Star ratings on collection product cards | +73.5% order value (Blend Commerce) | Ecommerce |
| 13 | SaaS homepage examples | 'Free Trial' button next to 'Buy Now' | +158.6% free accounts (GetResponse) | SaaS |
| 14 | SaaS landing page examples | 14-day Pro trial instead of free-forever plan | +268% paid sign-ups (Acuity Scheduling) | SaaS |
| 15 | SaaS pricing page examples | Packaged pricing tiers instead of per-server | +114% revenue (Server Density) | SaaS |
| 16 | Landing page examples (all types) | Long, agent-focused Medicare landing page | +638% leads (MECLABS Institute) | Lead gen |
| 17 | Sign up page examples | One page cut from registration | +117% free trials, +130% revenue (MarketingExperiments) | SaaS |
| 18 | Lead form examples | One-page inquiry form split into seven steps | +154% conversion rate (HomEquity Bank) | Lead gen |
| 19 | Call to action examples | 'Shop' instead of 'explore' banner CTA | +192% clickthrough (Humana) | Lead gen |
| 20 | Testimonial examples | Testimonials and About section moved higher | +63% MBA brochure leads (Apexure) | Lead gen |
| 21 | App paywall examples | Annual plan added next to monthly | +80% proceeds per user; +22% trial conversion (Preu AI) | App |
| 22 | Onboarding examples | Onboarding on the web before download | About +50% conversion to trial; about +30% conversion to paid (Teaching.com) | App |
What this section is
Most "website optimization examples" articles show screenshots of pages that look good.
Looking good is not the same as converting.
Each collection here is built from tests: a change, a control, a measured result and the team or person who ran it.
Wins, losses and flat results all stay in.
A countdown timer that lifted revenue for one brand cut it for another, and you need both to decide what to try.
If you want the raw database instead of curated lists, browse all tests by page and element.
Each card below gives you three things: what the collection covers, the strongest test in it, and one thing you could copy this week.
Numbers are copied as the source reported them.
Some are percentages, some are monthly revenue, and they come from different traffic levels, so compare ideas, not the size of the numbers.
New to testing? A/B testing examples is the best starting collection.
It mixes ecommerce, SaaS, lead gen and app tests with the method explained for each.
Ecommerce examples
Online stores make up most of the archive, so this is the deepest group.
Tests here mostly report revenue per visitor, conversion rate or added monthly revenue.
1. Ecommerce website examples
What's inside: Whole-site examples from online stores: collection pages, filters, search, trust bars and site-wide layout.
Best tested result: +$135,307/month from Quick Add buttons on collection page product cards, run by Oliver Kenyon.
Copy this: Let shoppers add to cart from the grid when they already know what they want, so fewer of them have to open every product page.
2. Shopify store examples
What's inside: Live Shopify stores and Shopify-specific tests, from themes and apps to native rebuilds of pages.
Best tested result: +20.9% revenue per visitor from the same landing page rebuilt natively in Shopify instead of a page builder, run by Oliver Kenyon.
Copy this: Before redesigning a slow page-builder page, rebuild it as is in your theme and test that first.
3. Homepage design examples
What's inside: Homepage heroes, category entry points, USP rows and banners that were tested against the old version.
Best tested result: +225% conversion rate from USPs moved above the homepage title and copy at Jackson's, run by Blend Commerce.
Copy this: Put the two or three reasons to buy from you above the first heading, not further down the page.
4. Product page examples
What's inside: The biggest group in the archive: galleries, copy, variant pickers, reviews, guarantees and add-to-cart areas.
Best tested result: +$159K per month from product page copy rewritten from general claims to pain-point benefit copy, run by Oliver Kenyon.
Copy this: Rewrite your top product's opening copy around the problem your buyer has, in their words, and test it alone.
5. Checkout page examples
What's inside: Checkout steps, form fields, payment options and reassurance near the pay button.
Best tested result: +68% order completions from an eight-step checkout cut to one step, run by MECLABS.
Copy this: Count the steps and fields between cart and payment, then remove any that you do not need to ship the order.
6. Abandoned cart email examples
VisuallyWhat's inside: Abandoned cart emails and the on-site reminders that bring cart abandoners back.
Best tested result: +7.6% revenue from a homepage cart reminder shown to cart abandoners at Revant Optics, run by Visually.
Copy this: Remind returning visitors of the cart they left on the first page they see, not only in the inbox.
7. Upsell and cross-sell examples
What's inside: Cart upsells, product recommendations, post-purchase offers and order bumps.
Best tested result: +$127,867 per month from arrows added to cart upsells plus a delivery window line in the cart, run by Oliver Kenyon.
Copy this: Make your cart upsells easy to scroll and pair them with a delivery date, so adding more doesn't feel like a delay.
8. Product bundle examples
SplitBaseWhat's inside: Bundle builders, multi-packs, BOGO offers and quantity breaks.
Best tested result: up to +54% revenue per user from a quantity selector defaulting to 2 soaps at Dr. Squatch, run by SplitBase.
Copy this: If people often buy more than one, test a default quantity of two on your best seller.
9. Popup examples
What's inside: Email capture, loyalty, exit-intent and recommendation popups, plus tests where removing a popup won.
Best tested result: +209% sign-ups from a loyalty sign-up popup instead of a separate page at Faherty, run by Visually.
Copy this: Ask for the sign-up where the visitor already is, instead of sending them to a separate page.
10. Urgency and countdown timer examples
What's inside: Countdown timers, stock meters, shipping cutoffs and limited offers, including the ones that lost.
Best tested result: +32.4% RPS from a countdown to the Christmas 2-day shipping cutoff at Benchmade Knife Co., run by Visually.
Copy this: Tie any timer to a real deadline, like a shipping cutoff, rather than one that resets.
11. Navigation and mega menu examples
What's inside: Mega menus, mobile menus, search in the menu and category labels.
Best tested result: +$151,192/month from a mega menu with category descriptions and a testimonial, no product images, run by Oliver Kenyon.
Copy this: Add a short line under each top category saying who it is for, then test it against your current menu.
12. Social proof examples
What's inside: Reviews, star ratings, customer counts, press logos and UGC across every site type.
Best tested result: +73.5% order value from star ratings on collection product cards at Titan Casket, run by Blend Commerce.
Copy this: Show star ratings on the product grid, not only on the product page.
SaaS and lead-gen examples
Software companies, B2B sites, insurers, banks, schools and other lead-gen businesses.
Results are usually trial starts, sign-ups, leads or clicks.
13. SaaS homepage examples
What's inside: SaaS homepages and heroes, with the test that ran on each one.
Best tested result: +158.6% free accounts from a 'Free Trial' button next to 'Buy Now' on the GetResponse homepage, run by GetResponse.
Copy this: Give visitors who are not ready to pay a lower-commitment button next to the paid one.
14. SaaS landing page examples
What's inside: Landing pages for software trials, demos and campaigns.
Best tested result: +268% paid sign-ups from a 14-day Pro trial instead of a free-forever plan at Acuity Scheduling, run by Acuity Scheduling.
Copy this: If your free plan is too comfortable, test a time-limited trial of the paid plan instead.
15. SaaS pricing page examples
What's inside: Pricing tables, plan names, annual discounts and recommended-plan badges.
Best tested result: +114% revenue from packaged pricing tiers instead of per-server pricing at Server Density, run by Server Density.
Copy this: If your price is a per-unit formula, test a few named packages that bundle the units.
16. Landing page examples (all types)
What's inside: Over 200 tested landing pages across ecommerce, SaaS and lead gen, from advertorials to long-form pages.
Best tested result: +638% leads from a long, agent-focused Medicare landing page against a short one, run by MECLABS Institute.
Copy this: For a considered purchase, test a longer page that answers the questions a sales agent would get.
17. Sign up page examples
MarketingExperimentsWhat's inside: Free trial and account sign-up pages, fields, steps and reassurance next to the form.
Best tested result: +117% free trials, +130% revenue from one page cut from the Britannica registration flow, run by MarketingExperiments.
Copy this: Map every screen of your sign-up and test removing the one that collects the least needed data.
18. Lead form examples
What's inside: Quote forms, demo requests, multi-step forms and field counts.
Best tested result: +154% conversion rate from a one-page inquiry form split into seven steps at HomEquity Bank, run by HomEquity Bank.
Copy this: For long forms, test one easy question per screen instead of everything at once.
19. Call to action examples
What's inside: Button copy, color, placement and the offer behind the click.
Best tested result: +192% clickthrough from 'Shop' instead of 'explore' as the banner CTA at Humana, run by Humana.
Copy this: Write the button as the action the visitor came to take, not a vague next step.
20. Testimonial examples
ApexureWhat's inside: Testimonials, quotes and customer stories, and where on the page they work.
Best tested result: +63% MBA brochure leads from testimonials and the About section moved higher on IMD's MBA landing page, run by Apexure.
Copy this: Move your best testimonial up near the form, where people decide.
App examples
Mobile subscription apps, where most tests run on the paywall and onboarding.
Results are usually trial conversion, proceeds per user or LTV.
21. App paywall examples
What's inside: Mobile app paywalls: plan layout, trial toggles, timelines, price points and timing.
Best tested result: +80% proceeds per user; +22% trial conversion from an annual plan added next to the monthly one at Preu AI, run by Preu AI.
Copy this: If you only sell monthly, add an annual plan beside it so the monthly price has something to be compared with.
22. Onboarding examples
What's inside: App and SaaS onboarding: quizzes, checklists, web-to-app flows and the paywall after onboarding.
Best tested result: About +50% conversion to trial; about +30% conversion to paid from onboarding moved to the web before the app download at Teaching.com, run by Teaching.com.
Copy this: Test running the first questions on the web, before the app store, for paid traffic.
Patterns across the winners
Ecommerce: clear the path to the product
Many top ecommerce results are about getting shoppers to the right product faster: Quick Add on collection cards, a mega menu that says who each category is for, ratings on the grid.
Start with navigation examples and ecommerce website examples if your product pages convert but too few people reach them.
SaaS: lower the first commitment
The SaaS winners often change what the visitor is asked to do first: a free trial button next to Buy Now, a trial of the paid plan instead of a free plan, one fewer registration page.
The sign up page examples collect more of these.
Lead gen: make long forms feel short
Lead-gen tests reward breaking a long form into easy steps and putting proof next to it.
HomEquity Bank's seven-step form and Apexure's testimonial move for IMD both fit this. Our form optimization guide covers the method.
Apps: give the price something to be compared with
Paywall winners often add context to the price: an annual plan beside the monthly one, a trial timeline, a weekly-equivalent price. See app paywalls for the full guide.
The same idea can win or lose
A Christmas shipping-cutoff countdown at Benchmade won +32.4% RPS, but Dave Diederen's countdown timer for a European market lost (-35.61% revenue per visitor).
Oliver Kenyon found that removing an email popup from a top product page won (+9.80% conversion rate), while a separate test by Dave Diederen that removed the email popup lost (-20.51% revenue per visitor).
The examples tell you what is worth testing.
Only a test on your own traffic tells you what works there.
Real results
Six tests from across the collections, one or more per business type:
@oliverkenyon@oliverkenyon
Blend CommerceWatch out for
- Copying without testing. A test won on someone else's traffic, offer and price point. Treat each example as a hypothesis for your own site.
- Comparing different metrics. A +956% clickthrough lift and a +7.6% revenue lift aren't measuring the same thing. Clicks are cheap. Revenue per visitor, leads and paid sign-ups are closer to money.
- Bundled changes. Several tests changed more than one thing at once, so the result belongs to the whole set of changes. Each test page says when that is the case.
- Fake urgency. Timers that reset and stock counts that never move can cost you trust. The urgency collection shows timers losing as well as winning.
- App stacking. Adding a popup, bundle and upsell app at once can slow the page and cancel out the gains. Add one at a time and test it.
If you'd rather have someone pick and run these tests for you, Oliver Kenyon ran many of the ecommerce tests above, including the mega menu and cart upsell winners.
See Oliver Kenyon's tests or browse other CRO practitioners.