A/B test examples from real ecommerce brands. Before, tested, and kept or not.

Before

Tested

What changed

A shopper on a product page sees the Add to Bag button in deep green instead of black. The wording, size and position of the button are unchanged, as are the PayPal and Apple Pay buttons below it.

Likely hypothesis

If Karen Millen turns the Add to Bag button green, then more shoppers will add to bag, because a distinct action colour draws the eye to the main next step.

Strategic takeaway

Giving the primary action a colour that contrasts with its surroundings can shorten the search for the next step.

Principle

Visual Salience

Seen 27 Aug to 27 Aug 2026

Before

Tested

What changed

A shopper scrolling the product page details sees Specifications, Promotion Exclusions and Shipping & Returns, but no longer a 'Best For' section between them.

Likely hypothesis

If Reebok removes the 'Best For' section from the product details, then more shoppers will add to cart, because a shorter details list gets them to the buying decision with fewer low-value sections to scan.

Strategic takeaway

Removing a low-engagement content section and measuring the result is a cheap way to find which product-page elements actually earn their place. The brand kept this after testing.

Principle

Subtractive Testing

Seen 7 Aug to 4 Oct 2026

Before

Tested

What changed

A shopper viewing a product page sees the wishlist button relocated next to the product name. This is one of two variations being compared; while both test arms relocate the button to this high-visibility area, this specific version also changes the default wishlist icon to a bookmark symbol.

Likely hypothesis

If AllSaints moves the wishlist button under the product name as a bookmark, then more shoppers will save items to their wishlist, because the action sits in their main reading path, where it is easier to find.

Strategic takeaway

Positioning secondary actions like save options directly alongside primary focal points like product titles improves interaction consistency.

Principle

Action Proximity

Seen 19 Jun to 17 Jul 2026

Before

Tested

ZimmermannProduct page

What changed

A shopper evaluating an item on the product page no longer sees the automated sizing and measurement tool, relying instead on standard manual size selection.

Likely hypothesis

If Zimmermann removes the automated sizing tool, then more shoppers will add to cart, because they skip a secondary decision widget and go straight to buying.

Strategic takeaway

Removing secondary decision-making widgets can decrease cognitive load and streamline the main conversion funnel.

Principle

Feature Simplification

Seen 21 Jul to 5 Aug 2026

Before

Tested

What changed

A shopper browsing a category page sees a structural change to the top of the page. This is one of several header layouts being compared. In this specific layout, the topmost promotional slot is hidden, and a new responsive hero banner is introduced with the headline text centered over the image on desktop screens and stacked below it on mobile.

Likely hypothesis

If Lancôme drops the top promotional slot and sets a campaign image behind the Bestsellers header, then more shoppers will click through to products, because there is less to distract them above the fold and they can start browsing sooner.

Strategic takeaway

Simplifying top-of-page layouts by removing secondary promotional slots can help visitors focus immediately on the main content.

Principle

Cognitive Load

Seen 8 Jun to 21 Jun 2026

Before

Tested

What changed

A shopper browsing the sandals category sees each product shown from a top-down view as the primary tile image instead of the default studio shot, while the secondary hover image stays the same.

Likely hypothesis

If Birkenstock leads each listing tile with a top-down photo of the sandal, then more shoppers will click through to the product page, because an overhead view shows the footbed shape and strap layout they use to judge fit at a glance.

Strategic takeaway

Leading a product grid with the angle that answers the shopper's main question can reduce evaluation effort and speed browsing decisions.

Principle

Angle Selection

Seen 15 Sep to 21 Sep 2026

Before

Tested

What changed

A shopper landing on the homepage no longer sees the 'All categories' block of round shortcuts — womenswear, menswear, kids, beauty, home and luxury — or its heading, so they scroll straight from the hero into the featured brand campaign and its products.

Likely hypothesis

If Galeries Lafayette removes the category shortcut tiles from its homepage, then more shoppers will click through to the featured campaign, because they reach it sooner instead of being sent off into a generic category menu.

Strategic takeaway

Removing a generic navigation block from a landing page can push more attention into the featured campaign below it, though it may cost shoppers who prefer to browse by category.

Principle

Path Consolidation

Seen 22 Aug to 30 Aug 2026

Before

Tested

TimberlandHomepage

What changed

A logged-out visitor on the homepage gets the Community membership sign-up pop-up. In the new version it lists four member benefits (birthday discount, early access to drops, member-exclusive products, exclusive events) under the offer, shows a full-width 'Sign-up Now' button, and adds a link to continue without the discount, so the visitor can decline clearly.

Likely hypothesis

If Timberland lists concrete member benefits under its first-order discount and gives the sign-up pop-up a clearly named opt-out, then more visitors will sign up, because ongoing value gives them more reason to join than a one-off discount, and a named opt-out makes the cost of leaving visible.

Strategic takeaway

Backing a sign-up discount with a short list of ongoing member benefits can make joining feel worth more than the one-off offer, and naming what the visitor gives up by declining makes the choice explicit.

Principle

Value Stacking

Seen 6 Aug to 4 Oct 2026

Before

Tested

What changed

A shopper on step 1 (E-mail) of checkout sees a selected 'Continue as guest' option ('Place the order without creating an account') with the e-mail field and a Continue button, and below it a 'Login' option ('Faster checkout with your saved information'). The control shows an e-mail field, a 'Continue checkout' button and a 'Login with Google' button.

Likely hypothesis

If Bottega Veneta makes guest checkout an explicit, pre-selected choice next to login, then more shoppers will get past the e-mail step, because shoppers without an account see a clear path that does not ask them to register.

Strategic takeaway

Presenting an explicit low-commitment path beside account login can reduce abandonment by removing the perceived need to register.

Principle

Choice Architecture

Seen 3 Aug to 7 Sep 2026

Before

Tested

TimberlandMini-cart

What changed

A shopper expanding the mini-cart sees a newly added warning message stating that items in their bag are not reserved. This explicit nudge encourages them to check out immediately to ensure they do not miss out on the items.

Likely hypothesis

If Timberland warns in the mini-cart that items in the bag are not reserved, then more shoppers will go on to checkout, because the fear of losing what they picked makes securing it feel urgent.

Strategic takeaway

Explicitly stating that carted items are not reserved leverages the fear of missing out, prompting faster checkout decisions.

Principle

Loss Aversion

Seen 19 May to 4 Oct 2026