Visual archive · 12 tests · 2026
A/B tests, the way they actually looked.
Twelve landing-page tests from real client accounts, presented with the actual page variants (anonymized but visually faithful), what specifically changed, and the conversion-rate delta. No before-and-after vanity charts — just the page, the change, and the number.
Generic CTA → specific action verb
Changed: “Get Started” → “Calculate my ROI in 2 min”. Action-specific CTAs that name the next step outperform generic ones on B2B SaaS pages.
Free-shipping above the fold
Changed: moved “Free shipping over $50” from footer to hero eyebrow. Removes the largest single-objection moment in the funnel before it forms.
SOC 2 & bank logos added below the fold
Changed: a horizontal trust-bar with SOC 2, encryption details, and partner-bank logos placed at the section break below the CTA. Fintech specifically reads compliance as a precondition, not a feature.
Click-to-call replaces “contact form”
Changed: swapped the primary CTA from a 6-field contact form to a click-to-call button with a 24/7-availability microcopy. Legal services prospects convert at the highest rates within 30 seconds of intent.
Showing price upfront (counter-intuitively wins)
Changed: moved “Starting at $2,400” into the H1 itself. The expectation was lower conversions; the result was higher, because price-eligible prospects no longer dropped after the call.
Form went from 7 fields to 3
Changed: dropped “Job title,” “Team size,” “Industry,” and “How did you hear about us?” from the demo-request form. The sales team initially objected; lead volume tripled and qualification rates held.
Real reviews replace stock illustrations
Changed: the “social proof” section moved from a row of generic illustrated icons to actual customer reviews pulled from Trustpilot. Specific quotes > generic logos for low-AOV ecom.
“No credit card required” as eyebrow
Changed: added “No credit card required · cancel anytime” as a small eyebrow above the H1. Most prospects don’t verbalize the credit-card friction but it’s an exit-driver.
Bar admissions & case-win count above the form
Changed: a one-line strip with “Bar admissions in CA, NY, TX · 142 cases won” positioned immediately above the contact form. Legal-services trust signals must precede form-fill intent.
Removed the autoplay hero video
Changed: replaced the autoplay product video with a static screenshot. Page-load improved by 2.4s; LCP score went green. Conversions followed.
The case where less didn’t win
Changed: collapsed a 14-question FAQ to 4. CVR went down 7%. Services-business prospects use the FAQ to self-qualify; reducing it removed an information layer they needed before converting.
Bundle selection defaulted to 3-pack
Changed: made the “3-pack” variant the default selection on a supplements PDP. AOV jumped; single-pack conversions held within margin of error. Pure default-bias result.