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Every test across clients — what won, who ran it, and ideas to reuse.
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58 winning tests in the last 12 months (of 141 tests you can see) . Most wins on PDP (21) , PLP (12) , Cart (9) . Newest first — click a row for the hypothesis and learning.
Won Redesigned PLP CAR-014 · Carlson Labs · PLP · Supplements
+4.8% CR · all devicesKyle Oct 2026 PLP Element: CTA, Product cards Lever: Friction reduction, Clarity
Hypothesis: clearer CTAs and a more compact layout reduce browsing friction and lift ATC and CR.
Learning: a denser, clearer PLP helps most on mobile (+6.6%).
Open test · Add to collection · Copy as idea to my client
Won Redesigned PLP T-1C4A2 · Supplements brand, $50–100 · PLP
+4.8% CR · all devicesRequest details Oct 2026 PLP Element: CTA, Product cards Lever: Friction reduction, Clarity
Hypothesis: clearer CTAs and a more compact layout reduce browsing friction and lift ATC and CR.
Learning: a denser, clearer PLP helps most on mobile.
Add to collection · Copy as idea to my client
Won Redesigned side cart CAR-013 · Carlson Labs · Side cart · Supplements
CR up · 1st sub up Kyle Sep 2026
Won Redesigned side cart T-9B3E0 · Supplements brand, $50–100 · Side cart
CR up · 1st sub up Request details Sep 2026 Side cart Element: CTA Lever: Clarity
Hypothesis: larger, clearer CTAs and a wider layout improve usability for an older audience.
Won Bundle builder on PDP OAK-019 · Oakline Home · PDP · Home
+9% AOV · all devicesMarta S. Sep 2026 PDP Element: Bundles Lever: AOV
Hypothesis: letting shoppers build a room bundle on the PDP raises basket size.
Learning: works when the bundle discount is shown before the first add.
Oakline Home shares its tests with the client name (Shared).
Won on mobile Subscribe & save preselected NWV-014 · Northwind Vitamins · PDP · Supplements
+19% 1st Sub CR · mobileDmytro P. Jul 2026 PDP Element: Subscription widget, Buy box Lever: Value framing
Hypothesis: most visitors keep the default option, so preselecting Subscribe & Save lifts first subscriptions.
Learning: the default carries most of the effect on mobile.
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Won Size guide in a modal on PDP FNT-027 · Field & Thread · PDP · Apparel
+6% CR · all devicesAnna K. Jul 2026 PDP Element: Buy box Lever: Clarity
Learning: fewer size-related doubts and higher CR when the guide opens in place.
Won Size guide in a modal on PDP T-4D7F1 · Apparel brand, $50–100 · PDP
+6% CR · all devicesRequest details Jul 2026 PDP Element: Buy box Lever: Clarity
Hypothesis: opening the size guide in place removes a reason to leave the PDP.
Learning: fewer size-related doubts, higher CR.
Won NEW PDP T-7E20D · Supplements brand, $50–100 · PDP
CR up · 1st sub up Request details Aug 2026 PDP Element: Buy box, Pricing display, Reviews Lever: Value framing, Trust
Hypothesis: per-serving price, subscriber perks and trust signals make subscription value clearer.
Learning: CR and 1st subscriptions up; several changes at once.
Won NEW PDP CAR-012 · Carlson Labs · PDP · Supplements
CR up · 1st sub up Kyle Aug 2026 PDP Element: Buy box, Pricing display, Reviews Lever: Value framing, Trust
Hypothesis: per-serving price, subscriber perks ladder, trust signals and consolidated benefits make subscription value clearer.
Notes: CR up, 1st sub up. Big redesign — several changes at once.
Won Ring size guide in buy box LUM-011 · Luma Jewelry · PDP · Jewelry
+5% CR · all devicesDmytro P. Jun 2026 PDP Element: Buy box Lever: Clarity
Learning: same pattern as apparel: size certainty on the PDP lifts CR.
Won First subscription order 20% off vs 15% GRB-004 · Greenroot Botanicals · PDP · Supplements
+11% 1st Sub CR · all devicesDmytro P. May 2026 PDP Element: Pricing display Lever: Value framing (Offer)
Learning: a bigger first-order discount lifted starts; RPV held because retention covered it within 2 orders.
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