11 A/B Testing Examples From Real Businesses

Whether you’re looking to increase revenue, sign-ups, social shares, or engagement, A/B testing and optimization can help you get there. Whether you’re looking to increase revenue, sign-ups, social shares, or engagement, A/B testing and optimization can help you get there. But for many marketers out there, the tough part about A/B testing is often finding the right test to drive the biggest impact — especially when you’re just getting started. So, what’s the recipe for high-impact success? Truthfully, there is no one-size-fits-all recipe. What works for one business won’t work for another — and finding the right metrics and timing to test can be a tough problem to solve. That’s why you need inspiration from A/B testing examples. In this post, let’s review how a hypothesis will get you started with your testing, and check out excellent examples from real businesses using A/B testing. While the same tests may not get you the same results, they can help you run creative tests of your own. A/B Testing Hypothesis Examples A hypothesis can make or break your experiment, especially when it comes to A/B testing. When creating your hypothesis, you want to make sure that it’s: Focused on one specific problem you want to solve or understand Able to be proven or disproven Focused on making an impact (bringing higher conversion rates, lower bounce rate, etc.) When creating a hypothesis, following the “If, then” structure can be helpful, where if you changed a specific variable, then a particular result would happen. Here are some examples of what that would look like in an A/B testing hypothesis: Shortening contact submission forms to only contain required fields would increase the number of sign-ups. Changing the call-to-action text from “Download now” to “Download this free guide” would increase the number of downloads. Reducing the frequency of mobile app notifications from five times per day to two times per day will increase mobile app retention rates. Using featured images that are more contextually related to our blog posts will contribute to a lower bounce rate. Greeting customers by name in emails will increase the total number of clicks. Let’s go over some real-life examples of A/B testing to prepare you for your own. A/B Testing Examples Website A/B Testing Examples 1. HubSpot Academy’s Homepage Hero Image Most websites have a homepage hero image that inspires users to engage and spend more time on the site. This A/B testing example shows how hero image changes can impact user behavior and conversions. Problem Based on previous data, HubSpot Academy found that out of more than 55,000 page views, only .9% of those users were watching the video on the homepage. Of those viewers, almost 50% watched the full video. Chat transcripts also highlighted the need for clearer messaging for this useful and free resource. That’s why the HubSpot team decided to test how clear value propositions could improve user engagement and delight. A/B Test Method HubSpot used three variants for this test, using HubSpot Academy conversion rate

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