{"id":19731,"date":"2014-04-02T23:01:36","date_gmt":"2014-04-02T15:01:36","guid":{"rendered":"https:\/\/www.hongkiat.com\/blog\/?p=19731"},"modified":"2021-03-24T22:28:39","modified_gmt":"2021-03-24T14:28:39","slug":"ab-test-results-case-studies","status":"publish","type":"post","link":"https:\/\/www.hongkiat.com\/blog\/ab-test-results-case-studies\/","title":{"rendered":"A\/B Test Results and Case Studies for UX Design"},"content":{"rendered":"<p>The process of <strong>split testing<\/strong> is not as complicated as you may think. You <strong>contrive a specific goal<\/strong>, such as gaining more visitors onto another sub-page or generating more signups. Then, you <strong>create various alterations<\/strong> of said webpage and <strong>track analytics<\/strong> for which version performs better.<\/p>\n<p>These tests are often done privately with Internet marketing firms, but recently there\u2019s been a lot more available data on blogs.<\/p>\n<p>Today, I\u2019ll share some case studies related to A\/B testing for website performance. The results are quite insightful but remember that not every website is the same, because the <strong>audience and traffic sources generally differ<\/strong> in key areas.<\/p>\n<p>Each website should be examined as its own entity and user experience trends are greatly dependent on other elements in the page (navigation, content width, font size, etc).<\/p>\n<p>So <strong>methods which work for another site may not work exactly for yours<\/strong>. However, the beauty of A\/B testing is that you can always attempt new goals and determine what\u2019s holding you back. Now, let\u2019s take a look.<\/p>\n<div class=\"ref-block ref-block--post\" id=\"ref-post-1\">\n\t\t\t\t\t<a href=\"https:\/\/www.hongkiat.com\/blog\/google-website-optimizer-ab-testing-guide\/\" class=\"ref-block__link\" title=\"Read More: Guide To A\/B Testing With Google Website Optimizer\" rel=\"bookmark\"><span class=\"screen-reader-text\">Guide To A\/B Testing With Google Website Optimizer<\/span><\/a>\n<div class=\"ref-block__thumbnail img-thumb img-thumb--jumbo\" data-img='{ \"src\" : \"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/google-website-optimizer-ab-testing-guide.jpg\" }'>\n\t\t\t\t\t\t\t<noscript>\n<style>.no-js #ref-block-post-11197 .ref-block__thumbnail { background-image: url(\"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/google-website-optimizer-ab-testing-guide.jpg\"); }<\/style>\n<\/noscript>\n\t\t\t\t\t\t<\/div>\n<div class=\"ref-block__summary\">\n<h4 class=\"ref-title\">Guide To A\/B Testing With Google Website Optimizer<\/h4>\n<p class=\"ref-description\">\n\t\t\t\t\t\tTo generate more conversions on your website you'll have to look into traffic statistics. Google Analytics is a...\t\t\t\t\t\t<span>Read more<\/span><\/p>\n<\/div>\n<\/div>\n<h2>Customer Testimonials and Sales<\/h2>\n<p>Here\u2019s one of the cases on <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/vwo.com\/blog\/\">Visual Website Optimizer (VWO)<\/a> and their A\/B Split Testing blog. This work was done on <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.wikijob.co.uk\/content\/aptitude-tests\/test-types\/aptitude-tests\">Wikijob\u2019s Aptitude Tests page<\/a>. <strong>The goal<\/strong> was to i<strong>mprove conversions from visitors to the purchase page<\/strong>.<\/p>\n<p>The team worked on various implementations and finally settled with adding customer testimonials onto the page.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ab-test-results-case-studies\/wikijob-testimonials-ab-test-preview.jpg\" alt=\"visual website wikijob ab testing testimonials\" width=\"600\" height=\"400\"><\/figure>\n<p>This <strong>increased product sales by 34%<\/strong>. There were no major design updates, color changes, or repositioned elements. Merely a new box underneath the heading with actual testimonials from past customers.<\/p>\n<p><strong>Goal: <\/strong>Improve the number of conversion from browsing around the site onto the final purchase page.<\/p>\n<h3>Conclusion<\/h3>\n<p>The value of peer review and social cognition is crucial.<strong> Just a few testimonials added into the page makes a world of difference<\/strong>. People visiting your website are interested in what other people think.<\/p>\n<h2>Lean & Slim Newsletters<\/h2>\n<p>The VWO blog has an excellent case study on <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/vwo.com\/blog\/email-ab-testing\/\">lean newsletters<\/a> and their benefits from higher clickthrough ratings.<\/p>\n<p>Based on Sheena Lyengar\u2019s study on <strong>the demotivation of too many choices<\/strong>, users are busy and have too many things to choose from, hence they often end up choosing nothing at all.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ab-test-results-case-studies\/email-newsletter-split-testing-design.jpg\" alt=\"email newsletters ab testing ux split\" width=\"600\" height=\"400\"><\/figure>\n<p>The case study options were to limit each newsletter down to <strong>a single call-to-action button<\/strong>. This means readers would open the e-mail to see only a single link to one landing page or blog entry. The results showed a <strong>17% increase of clickthrough rates<\/strong> from the e-mail onto the website.<\/p>\n<p>People are more willing to click onto your webpage when your newsletter is offering only a single, straightforward option as opposed to a dynamically generated RSS newsletter.<\/p>\n<p><strong>Goal: <\/strong>Increase the clickthrough rate of e-mail <a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/design-perfect-newsletter\/\" rel=\"noopener noreferrer\">newsletter subscribers<\/a>.<\/p>\n<h3>Conclusion<\/h3>\n<p><strong>Less is more<\/strong>. When your subscribers open an e-mail and there are 5 different sections of related articles, it can be overwhelming. By offering a single link back to the site it sends<strong> a clear, unwavering message<\/strong> and allows people to immerse themselves into the content.<\/p>\n<p class=\"note\"><strong>Read Also: <\/strong><a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/design-perfect-newsletter\/\" rel=\"noopener noreferrer\">9 Tricks To Design The Perfect HTML Newsletter<\/a><\/p>\n<h2>Product Listing Pages<\/h2>\n<p>This is a case study following the Vancouver 2010 Olympic store. The goal was to<strong> introduce a small bit of content into sidebars<\/strong> which would directly relate to visitors with the <strong>aim of improving sales<\/strong> and persuading visitors into making a purchase.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ab-test-results-case-studies\/clothing-store-olympics-split-testing.jpg\" alt=\"olypics testing split a\/b ideas ecommerce thumbnails\" width=\"600\" height=\"400\"><\/figure>\n<p>The control version had no sidebar content, variation A had a left sidebar with product categories, while Variation B had a right sidebar displaying \u201crelated products\u201d from a recommendation engine.<\/p>\n<p>The last variation performed the best and produced the highest number of sales (7% more than Variation A). These results demonstrate how <strong>users are more interested in products which they can directly see<\/strong> right on the page.<\/p>\n<p>Consider this for your own eCommerce webshop. The <strong>addition of a recommendation engine<\/strong> can help visitors buy related products with ease; as can extended thumbnail previews for each garment of clothing in a different color which users found helpful.<\/p>\n<p class=\"note\">For more details, check out this <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.elasticpath.com\/blog\/product-list-ab-test\">post on Get Elastic.<\/a><\/p>\n<p><strong>Goal:<\/strong> To <a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/useful-web-usability-testing-tools\/\" rel=\"noopener noreferrer\">improve conversion rates<\/a> from visitors into customers.<\/p>\n<h3>Conclusion<\/h3>\n<p>Offering related products will bring more attention to items which users may not have found otherwise. Just a <a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/essential-things-ecommerce-site-should-have\/\" rel=\"noopener noreferrer\">small update to your eCommerce website<\/a> layout can bring about a <strong>large increase in the number of produc<\/strong>t <strong>sales<\/strong>.<\/p>\n<h2>Videos in Landing Pages<\/h2>\n<p>A great <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/unbounce.com\/conversion-rate-optimization\/case-study-using-video-to-lift-landing-page-conversion-rate-by-100\/\">blog post<\/a> on the website Unbounce follows the use of videos in landing pages. This is from a startup named <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.vidyard.com\/\">VidYard<\/a> back when it was only a landing page.<\/p>\n<p>The tests had a signup form and a demo video which was embedded into the page, displayed in a lightbox, or not even displayed at all.<\/p>\n<p>This method was <strong>a test into what video promotion can do for your product when users have no other alternative<\/strong> to learn about what you do.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ab-test-results-case-studies\/vidyard-video-ab-testing-preview.jpg\" alt=\"vidyard split a\/b testing conversion rates video landing webpage\" width=\"600\" height=\"400\"><\/figure>\n<p>The best results were with the video embedded into the page (up 69%) and even higher with the video in a lightbox (up 100%). The biggest point is to make sure that your <strong>video actually explains your product and how it can impact the user<\/strong>.<\/p>\n<p>The best results found <strong>simplicity<\/strong> is the easiest way to get visitors interested. Make a simple video or animation that people can follow easily and present it in a clear manner on the page.<\/p>\n<p><strong>Goal<\/strong>: How does web video impact conversion rates on landing pages?<\/p>\n<h3>Conclusion<\/h3>\n<p>Both <strong>location and quality of video<\/strong> affects <strong>conversion rates<\/strong>. People are more willing to watch a video, if embedded into a lightbox. But they also <strong>want to be informed<\/strong>.<\/p>\n<p>This study found that bright animations and cartoons tend to keep people interested for longer periods of time.<\/p>\n<h2>Stimulating Webcopy<\/h2>\n<p>The testing for <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/unbounce.com\/a-b-testing\/conversion-lift-in-signups\/\">conversion lifts in user signups<\/a> follows a website Bettingexpert, with tips and tricks for betting. The original signup form had very basic web copy and the team wanted to <strong>bring in more users onto the website<\/strong>.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ab-test-results-case-studies\/control-form-signup-split-testing-conversions.jpg\" alt=\"control signup form webcopy ab split testing article\" width=\"600\" height=\"400\"><\/figure>\n<p>The in-test actions and subsequent results are fascinating. There were <strong>no changes made to the website design itself, only updates to the form text<\/strong>. The question of \u201cwhy should I fill out this form?\u201d was not orginally answered.<\/p>\n<p>But updating the header text and the submit button value dramatically improved signup rates by 32% with a 99% confidence rating.<\/p>\n<p>Just by looking at these two variations, it\u2019s easy tell which one is better and more interesting, isn\u2019t it? All webmasters should keep this in mind from the research done: <em>\u201cThe copy you use in your signup form has direct and measurable effects on your conversion rate.\u201d<\/em><\/p>\n<p><strong>Goal:<\/strong> Increasing the number of members\/new signups.<\/p>\n<h3>Conclusion<\/h3>\n<p>With a <strong>clearer message in your webcopy<\/strong>, you can make a difference. By getting into your visitor\u2019s head(s) and practicing different ideas for webpage copy, you\u2019ll find a solution which is <strong>more direct and influential<\/strong> to the average person.<\/p>\n<h2>A Valentine\u2019s Day Newsletter<\/h2>\n<p>Our next study investigates catching e-mail subscribers with an interest to purchase a certain product based on holidays. The <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.marinemammalcenter.org\/\">Marine Mammal Center<\/a> has an online gift shop, which handles a surge of purchases on various holidays like Mother\u2019s Day and Valentine\u2019s Day<\/p>\n<p>During Valentine\u2019s Day in 2013, the team sent out two variations of the same e-mail with different images for the product.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ab-test-results-case-studies\/valentines-day-email-newsletters-convert.jpg\" alt=\"testing ab case newsletter products conversion sales mammal center\" width=\"600\" height=\"400\"><\/figure>\n<p>The test was to <strong>determine which photo would result in more purchases \u2013 the related baby seal, or a photo of the product itself.<\/strong> Naturally, the product photo got 6 more purchases and garnered 2 genuine donations from visitors. The product that they\u2019re purchasing is more captivating and it\u2019s no surprise as the results speak for themselves.<\/p>\n<p><strong>Goal:<\/strong> Increase the number of purchases through various holiday e-mail newsletters.<\/p>\n<h3>Conclusion<\/h3>\n<p>People are <strong>more willing to spend cash<\/strong> on items <strong>if they can see exactly what it is<\/strong>. Imagery placed inside the e-mail is key. Holidays are also a period where sales tend to spike therefore it\u2019s perhaps <strong>worth redesigning a custom layout<\/strong> for the more important holidays.<\/p>\n<h2>Primary and Secondary Form Inputs<\/h2>\n<p>Although this was recorded and published in August 2007, the results are <strong>still relevant today<\/strong>. The article discussing <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.lukew.com\/ff\/entry.asp?571\">primary & secondary actions in web forms<\/a> delves into a case study following <strong>user\u2019s interactions with submit and cancel buttons<\/strong>.<\/p>\n<p>The theory is that by <strong>keeping the buttons closer together users are less likely to get confused<\/strong>. Also that by having the cancel button appear smaller and less in the way, users would not accidentally click and erase all of their input data.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ab-test-results-case-studies\/form-buttons-input-value-split-testing.jpg\" alt=\"adding input buttons a\/b split testing case study values\" width=\"600\" height=\"400\"><\/figure>\n<p>The team ran several tests over 20+ different people to get their opinion. There were seven form variations and options A, B, and C received the highest praises from users. Option B had the best results with nobody making any mistakes in the form.<\/p>\n<p>Yet many users also confirmed that option A works well using a <strong>single text link for the cancel button<\/strong>. Additionally, options D & E only caused confusion. Unless your form is particularly aligned to the right, it\u2019s best to keep these two buttons aligned on the left.<\/p>\n<p><strong>Goal:<\/strong> What is the best location for submit\/cancel buttons in web forms?<\/p>\n<p class=\"note\"><strong>Read Also: <\/strong><a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/login-registration-form\/\" rel=\"noopener noreferrer\">Login \/ Registration Form: Ideas And Beautiful Examples<\/a><\/p>\n<h3>Conclusion<\/h3>\n<p>Visitors will <strong>perform best using form interfaces which they are familiar with<\/strong>. Keep the submit button on <strong>the left side<\/strong>, and always the same size as Cancel (if you even need it). Don\u2019t use alternate colors for each button.<\/p>\n<p><strong>Overall common sense web design<\/strong> works the best when creating long forms with 10+ input fields.<\/p>\n<h2>Wireframe Usability Testing<\/h2>\n<p>This case study comes from, online testing company <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.loop11.com\/\">Loop11.<\/a> It\u2019s a <a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/wireframing-prototyping-tools\/\" rel=\"noopener noreferrer\">wireframing<\/a> case study that took place at a University in Sweden.<\/p>\n<p>They made two distinct website wireframes for a tourist information webpage. Participants in the project were given either one of these layouts. Each person was asked to<strong> complete a number of 6 different tasks<\/strong>.<\/p>\n<p>These tasks included finding a city map, tourist attractions, language courses, and other typical website information.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ab-test-results-case-studies\/wireframing-split-testing-results-preview.jpg\" alt=\"wireframing and split testing ui ab tests usability\" width=\"600\" height=\"400\"><\/figure>\n<p>They found that <strong>having two columns full of navigation links helped more people<\/strong> find what they needed. But this led to users generally taking <strong>longer<\/strong> to find what they needed. Potentially an issue with clutter or link text. But using these results and some other ideas provided a great starting point for the new website launch. Read more about it <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.loop11.com\/wireframe-usability-testing\/\">here<\/a>.<\/p>\n<p><strong>Goal:<\/strong> How to structure a webpage layout for easy access to a lot of information?<\/p>\n<p class=\"note\"><strong>Read Also: <\/strong><a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/ideas-to-nicer-websites\/\" rel=\"noopener noreferrer\">30 Quick Ideas To Make Your Website Look Nicer<\/a><\/p>\n<h3>Conclusion<\/h3>\n<p>It\u2019s best to p<strong>rovide 2 or 3 separate navigation menus<\/strong> if needed. Try to <strong>keep pages no further than 2-sub levels deep<\/strong> as this will lead them to have to dig around more. Other wireframe structures may perform better for other websites.<\/p>\n<h2>Further reading<\/h2>\n<ul>\n<li><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/unbounce.com\/a-b-testing\/new-ab-testing-and-optimization-posts\/\">27 A\/B Testing & Optimization Posts You Shouldn\u2019t Miss<\/a><\/li>\n<li><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/unbounce.com\/a-b-testing\/what-to-test-on-your-landing-pages\/\">Techniques to Develop a Real Test Hypothesis<\/a><\/li>\n<li><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/vwo.com\/blog\/call-to-action-buttons-ultimate-guide\/\">Call to Action Buttons: The Ultimate Guide on Which Ones Convert and Why<\/a><\/li>\n<li><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/vwo.com\/success-stories\/optimics\/\">Ecommerce A\/B testing: Larger Product Images increase sales by 9%<\/a><\/li>\n<li><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/vwo.com\/success-stories\/\">A simple change on homepage sends 9.6% more visitors to the pricing page<\/a><\/li>\n<\/ul>\n<h2>Final Thoughts<\/h2>\n<p>Web designers who\u2019ve never gone through the process of A\/B split testing may find all of this information to be foreign and strange. But as you research more, it starts making sense. I hope that these case studies open doors for even further marketing research.<\/p>\n<p>My examples are only some of the best that I could find. If you know any interesting A\/B testing ideas or similar links to case studies, why not share them in the comments below?<\/p>","protected":false},"excerpt":{"rendered":"<p>The process of split testing is not as complicated as you may think. You contrive a specific goal, such as gaining more visitors onto another sub-page or generating more signups. Then, you create various alterations of said webpage and track analytics for which version performs better. These tests are often done privately with Internet marketing&hellip;<\/p>\n","protected":false},"author":18,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3395],"tags":[1912],"topic":[4520],"class_list":["entry-content","is-maxi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A\/B Test Results and Case Studies for UX Design - Hongkiat<\/title>\n<meta name=\"description\" content=\"The process of split testing is not as complicated as you may think. 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