€170K in A/B Tests Lost to Cognitive Load
Minus €170K in combined loss during the test periods. These tests added information, broke a familiar format, or introduced a new decision point. Cognitive Load doesn't announce itself.
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What you get
It hides in grey hex codes, extra cart lines, and helpful nav categories.
Even if none of them felt risky, all of them lost.
That's why I documented every single one.
Here's what you'll get:
7 real losing tests across PDP, PLP, cart drawer, and navigation
Individual CR drops ranging from -1.36% to -4.30%
The exact changes that hurt conversion and why
Revenue loss per test
The cognitive load pattern hiding behind every failed hypothesis
We ran the tests, measured the damage, and documented the lesson.
𝗪𝗮𝗻𝘁 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗯𝗿𝗲𝗮𝗸𝗱𝗼𝘄𝗻?
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More resources
Our 10 best A/B tests, backed by 4.3 million tests
Ten tests shops kept more often than the average test. More revenue from the traffic you already pay for.
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