Most portfolios show three wins. Here is the whole ledger of tests I built or QA'd that reached a readout. A 39% win rate is what real experimentation looks like, and the losses taught me more than the wins.
US outdoor solar-lighting DTC brand
Decluttering the layout while promoting key product and buying information will improve comprehension and increase add-to-cart.
Which arm won on add-to-cart rate? Pick one to reveal.
Global outdoor & mobile-living brand
56% of mobile users left before the buy box; compressing the hero and surfacing trust at the point of decision will lift purchases.
Which arm won on purchase rate? Pick one to reveal.
Australian office-furniture retailer
A tap-to-choose first question, optional phone and no upsell will lift form completion.
Which arm won on open-to-submit rate? Pick one to reveal.
UK dental education provider
Surfacing the course start date on scroll with an always-reachable Apply CTA gets more users to the form.
Which arm won on registration form views? Pick one to reveal.
South African debt-counselling lead-gen
A benefit-led message with the lead form above the fold gets more visitors to complete it.
Which arm won on form submits? Pick one to reveal.
South African beauty retailer
Breadcrumbs, fewer banners and clearer hierarchy on listing pages will increase add-to-cart.
Which arm won on mobile add-to-cart rate? Pick one to reveal.
South African beauty retailer
Conventional checkout patterns (three-step progress wizard, collapsed order summary, standardised buttons and headings) will increase confidence, reduce friction and lift purchases.
Which arm won on purchase rate? Pick one to reveal.
South African beauty retailer
An immediate on-screen add-to-bag confirmation (item, price, bag total, Checkout / Continue) will move more shoppers to checkout, since the site gives no confirmation today.
Which arm won on begin checkout rate? Pick one to reveal.
South African debt-counselling lead-gen
70% of mobile visitors never scroll, so recovering dead spacing and shrinking the hero until the form's first field sits above the fold will raise qualified-lead submissions.
Which arm won on qualified-lead submit rate? Pick one to reveal.
South African farm-estate e-commerce
Adding payment options to the buy box makes users far more likely to see them, increasing trust that they can pay the way they wish, and thereby lifting add-to-cart.
Which arm won on begin checkout rate? Pick one to reveal.
South African daily-deals marketplace
Showing size options as buttons instead of a dropdown makes selection easier and lifts add-to-cart.
Which arm won on purchase rate? Pick one to reveal.
| Business | Page | Change | Metric | Result | Conf. | Sample |
|---|---|---|---|---|---|---|
| US outdoor solar-lighting DTC brand | PDP | Above-the-fold redesign | Add-to-cart rate | +15.7% | 99% | 42,716 visitors · 31 days |
| Global outdoor & mobile-living brand | PDP | Rack buy-box optimisation | Purchase rate | +26.2% | 97% (Bayesian) | 13,682 visitors · 14 days |
| Australian office-furniture retailer | Lead form | Get-a-quote form redesign | Open-to-submit rate | +80% | form data | 690 form opens · 3 weeks |
| UK dental education provider | Course page | Sticky course start-date banner | Registration form views | +39.7% | 99.99% | 25,755 visitors · 22 days |
| South African debt-counselling lead-gen | Landing page | Benefit-led copy, form above the fold | Form submits | +8.5% | 99.99% | 30,389 visitors · 20 days |
| South African beauty retailer | PLP | Listing declutter & navigation | Mobile add-to-cart rate | +7.1% | 96.7% | 34,923 visitors · 19 days |
| US outdoor solar-lighting DTC brand | PDP | Lantern image-quality enhancement | Add-to-cart rate | −5.8% | 95% | 20,125 users · 18 days |
| Global outdoor & mobile-living brand | PDP | Post-add-to-cart confirmation pop-up | Purchase rate | loss | — | 124,451 visitors · 21 days |
| South African beauty retailer | Checkout | Conventional checkout redesign | Purchase rate | −16.75% | 98.5% | 3,448 checkout visitors · 16 days |
| South African beauty retailer | PDP | Post-add-to-bag confirmation panel | Begin checkout rate | −6.6% | 91.7% (below 95%) | 76,398 visitors · 16 days |
| South African debt-counselling lead-gen | Homepage | Mobile homepage hero shrink | Qualified-lead submit rate | +30.4% | 99.94% | 14,138 mobile visitors · ~25 days |
| South African homeware & design brand | Sitewide | Sticky USP bar (desktop) | Transaction rate | +54.1% | 99.79% | — (historical; visitor counts not retained) |
| South African homeware & design brand | PDP | 'Currently in stock' scarcity label | Transaction rate | +26.7% | 98.52% | — (historical; visitor counts not retained) |
| South African homeware & design brand | Cart | Cart continue-to-payment sidebar (desktop) | Transaction rate | +49.6% | 100% | — (historical; visitor counts not retained) |
| South African homeware & design brand | Sitewide | Sitewide colour invert | Add-to-cart rate | +13.6% | 100% | ~21,166 users per arm (efficacy boundary crossed) |
| South African farm-estate e-commerce | PDP | Payment methods in the buy box | Begin checkout rate | +5.1% | 99.5% | 66,998 visitors · 30 days |
| South African daily-deals marketplace | PDP | PDP cleanup & button-style option selectors | Purchase rate | +8.8% | 99.05% | 86,419 visitors |
| South African insurer | Landing page | Redesigned health & pet quote landing pages | Call-me leads per user | +77.8% (health) / +73.6% (pet) | 54% / 70% | — |
| SA beauty retailer | Sitewide | Sticky search bar (24 days) | Add to cart | −3.66% | n/s | 99,919 visitors |
| SA farm-estate e-com | Sitewide | Prominent search feature | Add to cart | +7.64% | 99.87% | 41,073 visitors |
| SA farm-estate e-com | PLP | Remove product-card hover (desktop); returning-led | Add to cart | +3.56% | 86.8% | 12,763 visitors |
| SA farm-estate e-com | PDP | Buy-box redesign (hand-picked products) | Add to cart | +0.48% | n/s | 12,756 visitors |
| SA farm-estate e-com | Homepage | Homepage hero image | Add to cart | −1.31% | 57.9% | 27,046 visitors |
| SA farm-estate e-com | PLP | Category banner removal | Add to cart | +1.84% | n/s | 15,625 visitors |
| SA farm-estate e-com | Sitewide | Free-delivery / next-day banner | Add to cart | −1.29% | 55% | 54,438 visitors |
| SA farm-estate e-com | PLP | USPs on PLPs | Add to cart | −1.49% | n/s | 5,427 visitors |
| SA farm-estate e-com | PDP | Delivery reviews on PDP | Add to cart | −1.65% | 76.5% | 65,619 visitors |
| SA tiles & bathroom retailer | Checkout | 100% form-input width (desktop); positive lean | Purchase | +4.08% | 74.3% | 3,995 visitors |
| SA tiles & bathroom retailer | PLP | PLP card size differentiation | Add to cart | −0.18% | 46% | 268,342 visitors |
| SA tiles & bathroom retailer | PLP | Dual-image swipeable PLP cards | Add to cart | −1.14% | 70.9% | 224,122 visitors |
| SA tiles & bathroom retailer | PDP | Buy-now-pay-later accordion | Add to cart | −1.12% | 17.8% | 288,217 visitors |
| SA tiles & bathroom retailer | Cart | Installation-products prompt | Begin checkout | −4.86% | 71% | 17,479 visitors |
| SA homeware & design brand | PLP | Filter restyle | Filter engagement | +27.60% | 98.71% | — |
| SA homeware & design brand | PLP | Collection-page attention correction | Revenue per user | +21.00% | 94% | — |
| SA homeware & design brand | PDP | Reviews above the fold on PDP | Add to cart | +3.61% | 96.58% | — |
| SA homeware & design brand | PDP | PDP value statements v1; positive lean | Add to cart | +2.51% | 90% | — |
| SA homeware & design brand | PDP | Reduce price sizing | Add to cart | +2.19% | 84.3% | — |
| SA homeware & design brand | PDP | New PDP bundle | Add to cart | +2.18% | 71.3% | — |
| SA homeware & design brand | PDP | Product-quality messaging | Add to cart | +1.73% | 85.7% | 71,079 visitors |
| SA homeware & design brand | PDP | PDP value statements v2 | Add to cart | +0.58% | 61% | 66,032 visitors |
| SA homeware & design brand | PDP | Sticky CTA button | Add to cart | −0.53% | 62% | — |
| SA homeware & design brand | PLP | Mobile PLP above-the-fold rework (bounce worsened; no result) | Bounce rate | +0.70% | 99.97% | 50,125 visitors |
| SA homeware & design brand | PLP | Mobile above-the-fold rework | Add to cart | −2.78% | 94.8% | 57,786 visitors |
| SA daily-deals marketplace | PDP | Buy-box strikethrough price (ATC up, downstream not; recorded as control win) | Add to cart | +5.29% | 99.99% | 312,035 visitors |
| SA daily-deals marketplace | PDP | Prominent green ATC buttons | Add to cart | +1.12% | 87.2% | 161,652 visitors |
| SA daily-deals marketplace | PLP | Absolute-savings line on cards | Add to cart | +1.71% | 81.7% | 48,958 visitors |
| SA daily-deals marketplace | PDP | Plus/minus quantity selectors | Add to cart | +0.24% | 63.3% | 615,817 visitors |
| SA daily-deals marketplace | PDP | Dynamic delivery trust block | Add to cart | −0.10% | 54.6% | 501,831 visitors |
| SA daily-deals marketplace | PLP | One-click checkout on PLP | Purchase | +0.56% | 60.5% | 166,023 visitors |
| SA daily-deals marketplace | PLP | Advanced filtering (desktop) | Add to cart | −3.73% | 96.88% | 24,943 visitors |
| SA insurer | Homepage | Homepage pricing USP wording | Began quote journey | 0.00% | 50.6% | 56,806 visitors |
| SA insurer | Quote journey | Review section redesign (tracking issue) | Quote step 2 | 0.00% | n/s | 35,856 visitors |
| SA debt-counselling lead-gen | Homepage | Reduced hero + form above the fold (50/50 confirmation run) | Qualified lead submits | +3.9% | 98.3% | 119,227 visitors |
| UK dental education provider | Course page | PDP prospectus section (reported as win, deployed) | Prospectus downloads | +29.7% | — | — |
| UK dental education provider | Course page | Apply-now CTA relabel (Enrol → Apply); lower-commitment CTA, figure not retained | — | — | — | — |
| UK dental education provider | Course page | Two earlier course-page tests; control won, figures not retained | — | — | — | — |
Hiring for an experimentation team, or need a variant built that your current dev said was impossible? Send the brief. I reply within a working day, CET or SAST hours are fine.