PM
Patrick McKenzie
Independent marketer
23 A/B tests with real results, shared by Patrick McKenzie.
A
→B
about +20% conversion
Extra download button after the benefits list
Homepage
A
→B
+94% conversions
Fast home-built cart replacing hosted cart
Checkout
A
→B
44 vs 31 sales
Native Windows build vs Java build
Other
A
→B
about +50% free trials
Reworked SaaS sign-up flow
Signup page
A
→B
about +100% downloads
Download text link turned into a blue button
Homepage
A
→B
about +20% conversions
Page goal as the first text link in content
Site-wide
A
→B
paid conversion 1.04% to 1.89%
Free trial cut from 15 to 8 cards
Free trial
A
→B
about 2x downloads actually run
Desktop shortcut added to installer
Onboarding
A
→B
CTR 1.1% to 2.13%, same CPA
Rhyming-poem search ad vs plain ad
Ad
A
→B
trial rate ~22% to ~28%
Dedicated one-button AdWords landing page
Landing page
A
→B
trials 11.9% to 19.8%
'Make Your Own Cards' above downloads
Landing page
A
→B
1.87% vs 2.08%, inconclusive
Time-limited discount for trial users
Pricing page
A
→B
-22% trial sign-ups
Madlibs-style sign-up form vs standard form
Signup page
A
→B
more trials, but sales roughly halved
Full site redesign and merger
Site-wide
A
→B
+10% trial sign-ups, purchases flat
Full site and app redesign
Site-wide
A
→B
about -25% downloads
Screenshot moved below the fold on home page
Homepage
A
→B
-10% trial conversion
New 99designs logo vs original logo
Site-wide
A
→B
purchases flat
Adding an on-site Stripe card option to checkout
Checkout
A
→B
three options won
Stripe-only checkout vs three payment options
Checkout
A
→B
page won
In-app card form vs sending users to the pricing page
Checkout
A
→B
CTR 1.1% to 5.8%, but cost per trial rose
Free word-list search ad
Ad
A
→B
no change in trial sign-ups
Removing the 'log in as guest' link
Signup page
A
→B
no change in trials
Removing mailing-list checkboxes from sign-up
Signup page
LiftArchive covers 23 A/B tests that Patrick McKenzie has published. Each page has our own summary and commentary, with a link to the original case study. Most are on site-wide (4), checkout (4), signup page (4).