These are the biggest measured lifts among 1,120 winning A/B tests in LiftArchive, ranked three ways: revenue per visitor, conversion rate and monthly revenue.
Only split tests count here; before-and-after comparisons and bundled redesigns are left out.
Ranked by revenue per visitor lift
Ranked by conversion rate lift
Ranked by extra monthly revenue
What the big winners have in common
The elements that show up most in the two top-20 lists: layout, fonts & visual design (9), upsells & cross-sells (5), filters, sorting & site search (5), product images & gallery (5), headlines, product titles & copy (4).
Most big wins fix something that was clearly broken or missing, rather than polishing something that already worked.
Why big lifts often shrink on a retest
The biggest results in any list are partly luck: a test that happened to run hot gets reported, and a retest usually lands lower.
Small samples make it worse, because a few extra orders swing the percentage a lot.
Treat a huge lift as a strong reason to test the idea, not as the lift you should expect.
Cite this data
Free to quote with a link back to this page.
LiftArchive, “The biggest measured A/B test wins, ranked”, November 2026. https://liftarchive.com/research/biggest-ab-test-wins/