MarketingExperiments
Research publisher · marketingexperiments.com
36 A/B tests with real results, shared by MarketingExperiments.
A
→B
+13.5% subscriptions
Lower-friction subscription form layout
Signup page
A
→B
+173% subscription clickthrough
Tabbed bullets, no video, second CTA
Landing page
A
→B
+33% revenue at $10
$10 vs $12.50 vs $14.95 monthly price
Pricing page
A
→B
+133% sign-ups
Email field added to a free trial call to action
Free trial
A
→B
+197% opt-ins
Several content offers in one rented-list email
Email
A
→B
+104% clicks
Clearer value and lower-commitment CTA in email
Email
A
→B
+29% donation rate
Rapport-first call script with more gift options
Other
A
→B
Winner
Responsive free-trial page beat a fixed layout on trial sign-ups
Free trial
A
→B
most total revenue
Boston Globe $3.99 rate after a $0.99 intro
Pricing page
A
→B
up to +65.6% downloads
White background and 'Download It Now' CTA
Landing page
A
→B
+43% funded accounts
'Open an Account' instead of 'Learn More'
Other
A
→B
+330.6% lead rate
Microsite redesign linking content to the CTA
Landing page
A
→B
+24% paid subscriptions per visitor
New CTA plus email field
Other
A
→B
+13.2% trial take-up
Security seal on the free trial offer page
Free trial
A
→B
+117% free trials, +130% revenue
One page cut from registration
Signup page
A
→B
+125% free trials
Offer page redesign plus path changes
Free trial
A
→B
+508% orders
'Only 5,000 copies' on a free DVD offer
Email
A
→B
+265.6% clickthrough
Single-column sign-up page with one CTA
Signup page
A
→B
+155% lead rate
Multi-page microsite merged into one long page
Landing page
A
→B
+15.3% sign-ups
Removing the photo and signature from a lead page
Lead form
A
→B
+548% sign-ups
Redesigned SaaS landing page with no top nav
Landing page
A
→B
35% fewer clicks, more applications
Clearer credit card banner
Ad
A
→B
+2.7% unique clicks
Adding UTC start time to a webinar invite
Email
A
→B
higher ad CTR
Symptom-focused PPC headline and description
Ad
A
→B
+52% leads
Lower-friction product page template across 45 pages
Landing page
A
→B
+52% clickthrough
Persona paths on a healthcare homepage
Homepage
A
→B
slightly higher CTR, not reliable
Shorter monthly newsletter
Email
A
→B
~14% vs 7-9%
Polished sign-up page lost to plain control
Lead form
A
→B
about -40% conversion
Removing the subscription-length choice
Checkout
A
→B
+31.8% Try Free clicks, inconclusive
Fewer CTAs, condensed sections
Landing page
A
→B
CTR 17.79% to 17.01%
Rounded 'Start' box on insurance quote page
Landing page
A
→B
-24.5% completed leads
Three-step free trial sign-up on the homepage
Homepage
A
→B
Control beat both people-image treatments
Stock photos of people on a subscription ZIP page lost to the control
Signup page
A
→B
0.24% to 0.27%, not significant
Rebuilt subscription offer page
Pricing page
A
→B
no difference in unique clicks
Short vs long newsletter copy
Email
A
→B
+445% lift not trusted
Value proposition rewrite on product page
Other
LiftArchive covers 36 A/B tests that MarketingExperiments has published. Each page has our own summary and commentary, with a link to the original case study. Most are on landing page (8), email (6), other (4).