10 Best A/B Tests backed by 4.3 million tests from 151,000 shops

Here’s what’s inside:

1/ Discount mechanics

Compare discount codes with automatic discounts, amount off with percent off, and smaller with larger discounts.

2/ Subscriber-only offers

Explore early access and newsletter-gated offers as alternatives to promotions open to everyone.

3/ Basket incentives

See examples of free gifts above a spending threshold, compared with free shipping.

4/ Product page decisions

Review size and fit guidance, stock cues, and how prices are presented in offers.

5/ Timing & prioritisation

See when shops test before Black Friday and where each idea fits in your store.

Plus: industry breakdowns, how the data is measured, and three popular ideas shops kept less often.

Use the playbook to build your testing shortlist. Then decide which ideas to test 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 that, 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.