A/B Test Inspiration Library (45+ A/B Test Ideas)

Most test ideas come out of a meeting.

These come with a hypothesis, the psychology behind it and the screen to copy.

So I put them in one place:

The before and after screen for every test

The hypothesis and the psychology behind it

One Notion file you can filter by brand and mechanism

Here's what's inside:

1/ Real examples

45+ A/B Test ideas from brands like Birkenstock, Puma, yFood and Caraway.

2/ Every page of the shop

Product pages, category pages, navigation, cart and checkout.

3/ The why behind each test

Social proof, scarcity, anchoring, cognitive ease and more.

4/ Predicted win rates

See which ideas are more likely to win, where a prediction is available.

5/ One Notion file

Copy the hypothesis. Adapt it to your shop.

45+ ideas. One file.

You pick the first test.

The next question is which test to run first.

We built one of the largest A/B test databases in e-commerce: 4.3 million tests from 151,000 shops, since 2011.

On top of it we built our own testing tool, Apex.

Apex tells you which test is likely to win before you build it, and runs your whole testing program in one place.