96+ A/B testing use cases and examples, sorted by industry (with actual results)

Anubhav VermaAnubhav Verma
Aug 4, 2026

We pulled 96+ real experiments from 12 industries. Not tips or best practices. The actual tests, results, and use cases.

Most "Experimentation use cases" or "A/B testing examples" articles are the same five hypothetical ideas wearing different fonts. 

So instead of writing another one, we pulled 96+ tests practitioners ran across 12 industries. They're sorted below so you don't have to hunt.  

You can browse the full collection here.

1

Retail

Experiments on product pages, homepages, cart & checkout, search results, category pages, and subscription pages 

  • Product page: A missing size filter cost this team $12.7M a year; nobody noticed until they tested it 
  • Homepage: Personalized recs beat static ones by 136% 
  • Cart & checkout: One mini cart delete button that mattered more than it should have 
  • Search results: Turning "no results found" into $3.68M 
  • Category page: "Our Pick" beat "Featured." Every time. 
  • Subscription page: Calling a free trial "built in" instead of "free" earned $21M 
2

Software and B2B

Experiments on login pages, homepages, and demo & landing pages 

  • Login & sign-up: A step-by-step flow beat a single long form 
  • Homepage: Business visitors got their own homepage; engagement jumped 67% 
  • Demo & landing page: One image, added to a form nobody thought needed one, lifted submissions 47% 
3

Media and entertainment 

Experiments on homepages, checkout flows, landing pages, mobile pages, and retention pages 

  • Homepage: Thumbnails alone lifted article clicks by 33% 
  • Checkout: One exit-intent modal, worth $6M a year 
  • Landing page: "lower price" beat "better price" by 22%, same discount, different two words 
  • Mobile app page: Picture-in-Picture and a faster autoplay countdown 
  • Retention page: Showing who'd lose access cut cancellations by 22% 
4

Business and financial services 

Experiments on homepages, offer pages, and mobile pages 

  • Homepage: A fixed nav bar cut exit rate by 17% 
  • Offer page: Reordering pricing tiers lifted premium sign-ups by 5.4% 
  • Mobile page: "Add to Policy" became "Upgrade Here," one word, 62% more clicks 
5

Hospitality, travel and recreation

Experiments on experience pages and checkout 

  • Experience page: Same popup, same offer, different audience, 213% more conversions 
  • Checkout: Add-ons that changed with the weather lifted order value by 12.4% 
6

Healthcare

Experiments on homepages 

  • Homepage: Talking to the actual B2B buyer, instead of around them, lifted CTA clicks by 103% 
7

Airlines

Experiments on experience pages and checkout 

  • Experience page: A photo carousel beat a text list of seat upgrades by 18%, and moving one paragraph on a form from the top to the bottom lifted profile creation by 32% 
  • Checkout: A 24-hour refund message, worth 50M NOK a year 
8

Telecommunications  

Experiments on homepages and account pages 

  • Homepage: A nav bar most visitors probably never noticed drove 69% more views to the categories inside it 
  • Account page: Upsells that changed by device type, +4
9

Gaming and gambling

Experiments on registration pages 

  • Registration page: A countdown clock lifted verified accounts by 27%. People move faster when a clock is judging them.
10

Associations and non-profits

Experiments to increase donations 

  • Donation page: Raising the suggested amount from $20 to $60 didn't cost them a single donor, and it raised $200M 
11

Retail banking

Experiments on sign-up pages, mobile app pages, and homepages 

  • Sign-up page: "start accessing your cash now" beat "sign up for free" by 43% 
  • Mobile app page: Matching the download prompt to the phone someone was already holding lifted downloads 82% 
  • Homepage: Leading with accounts instead of loans brought in 12% more prospects
12

Personalization

Experiments on personalized pages 

  • Personalized page: A banner nobody clicked, turned into a section people did. Worth $4.5M.

There's more: 


You made it this far. Go test the things you've been putting off. 

 

Test everything

Find experimentation, personalization, and A/B testing examples across industries designed to expand what your team can test, optimize, and improve on your website and mobile app pages.