Get Inspired: Top A/B Testing Examples

Depending on your optimization goals and strategy, you might have a fully formed framework and plans for future tests. But if you’re among the 43.6% of companies that don’t use a test prioritization framework, your team might not always know which experiment to run next. While any test could reveal meaningful results, we all could use inspiration sometimes—and there’s no better way to find it than to look at a few real-world A/B testing examples.

A/B testing is essential for making data-backed decisions. Instead of making assumptions about which changes might improve conversion rates or deliver a better user experience, experimentation allows you to validate changes with real user feedback delivered through interactions.

SiteSpect’s clients have conducted highly effective experiments built around refining usability, messaging, and visual presentation. The results have led to direct impacts on engagement and conversion. By focusing on tests that influence how users engage with your website, mobile app, or other platforms, your team could also see tangible changes in metrics.

Whether you’re optimizing visuals, simplifying your user interface, or refining messaging, experimenting with these elements can improve key metrics such as:

• Add-to-cart rates
• Subscriptions
• Sign-ups
• Purchases
• Average order value (AOV)

Taking the time to explore A/B testing examples can offer significant value to your team. Examples demonstrate clearly how small, strategic changes can lead to measurable improvements. Instead of relying on theories or conversion rate optimization best practices alone, real-world examples show what works in practice, often in surprising ways.

Below, we explore three powerful A/B testing examples that delivered measurable improvements. We’ll also share key takeaways to help you design your own successful experiments.

A/B Testing Examples

Making Visual Adjustments

Case Study: Image Size for Sample Products

The Challenge:

An e-commerce brand wanted to increase the number of sample products added to carts to drive more sample product orders.

The Change:

They tested larger sample images to give visitors a clearer idea of what they’d receive and a better understanding of the product. The hypothesis suggested that improving visual clarity would help shoppers feel more confident about selecting and purchasing a sample.

The Results:

✅ +47% increase in sample add-to-cart rate

✅ +17% increase in purchases

Takeaway:

Both image clarity and size can play a significant role in purchase decisions. Testing different image dimensions, resolutions, and placements could lead to substantial increases in engagement and conversion rates. To improve visual appeal, consider experimenting with product photography, zoom functionality, or lifestyle imagery.

Beyond size, image presentation can also influence perception. High-quality images can build trust in product or brand quality, while interactive elements like hover zoom, 360-degree views, or before-and-after comparisons can further encourage user engagement. By A/B testing different approaches to visual presentation, your team will have new opportunities to determine the most compelling way to showcase your products and increase conversions.

Simplifying User Interfaces

Case Study: Icons Indicating Placement in Configurator

The Challenge:

A home improvement retailer offered a product configurator. They discovered that users might be struggling to select the correct configuration options due to the technical terminology on the page. In response, they designed an experiment intended to alleviate user confusion.

The Change:

The brand introduced intuitive visual icons representing different product configuration choices, reducing the need for additional research and making the selection process easier for prospective customers.

The Result:

✅ +14% increase in add-to-cart rate

✅ +10% increase in AOV

Takeaway:

User interface adjustments can directly impact conversions, even when the primary user flow remains the same. The key here is to think about your intended audience. If the average user may not be familiar with common industry terms, , consider the possibility that technical references might deter those users from completing a purchase. By incorporating icons, tips, or guided workflows, you can help users navigate choices more confidently and efficiently.

While they often simplify navigation, thoughtful UI enhancements can be repurposed to reduce friction and create a more intuitive shopping experience. Visual indicators can help explain complex configurations at a glance, while revealing options step by step can prevent users from feeling overwhelmed. Testing different layouts, interaction patterns, and assistive elements can gradually refine the user journey and drive conversions.

Communicating Product Value

Case Study: Highlighting Product-Specific USPs

The Challenge:

The company noticed that its website visitors were not converting at the expected rate. The team suspected users weren’t fully aware of the product’s unique benefits and decided to test them.

The Change:

They added product-specific unique selling points (USPs) directly to the product page, making it easier for visitors to grasp key benefits quickly without reading lengthy descriptions.

The Result:

✅ +6% increase in add-to-cart rate

✅ +13% increase in AOV

Takeaway:

Clarity is a fundamental element of effective persuasion. As this test’s results show, the company’s consumers were more likely to purchase when they were aided in understanding the product’s value more clearly. Testing the placement, wording, and emphasis of USPs often reveals the most effective way to communicate product benefits.

The way USPs are framed can influence levels of consumer trust and engagement. As in this case, concise, benefit-driven language can make the value proposition more compelling. Testing different formats, such as bullet points, icons, or comparison tables, could help your team determine the most effective way to present product advantages and help potential customers grasp the key reasons to choose your brand over competitors.

Ideas for Your Next A/B Test

The examples above illustrate how even minor optimizations can drive meaningful impact for your metrics and business. If you’re looking for your next great experimentation idea, consider the fundamentals of these A/B testing examples:

• Test different image styles or sizes to enhance product presentation.
• Update UI elements to reduce friction in the checkout process.
• Experiment with different placements and formats for USPs to see which styles are most effective for your audience.

Other SiteSpect case studies, such as BOGS, highlight the advantage of SiteSpect’s recommendation engine in helping users discover products faster and the platform’s impact on the success of the company’s entire experimentation program.

You can also find out why a large US healthcare organization chose SiteSpect for optimization based on its need for powerful data security and testing flexibility. For more real-world experimentation insights and testing ideas, explore our use case library.

Final Thoughts

These A/B testing examples don’t have to be an exact blueprint for what you test next. Instead, they can offer inspiration as you discover what truly drives user engagement and conversions for your specific audience. They can also give you a new perspective on how users experience your products and services.

Whether you choose to test images, UI elements, or benefit messaging, these A/B testing examples can provide valuable ideas for shaping long-term success.

Ready to kick off new testing ideas? Request a demo today.