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Which form format won: 3 or 2 column layout?

3-column horizontal format
3-column_format-version_a
2-column vertical format
2-column-vertical_format-version_b

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With or without red account icon?

With red dot
etam-version-a-with_red_dot
Without red dot
etam-versions_b-without_red_dot

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Which notification format works better? A black arrow or red dot?

Black arrow pointing to supermarket locator
version_a-black_arrow
Red dot highlighting supermarket locator
version_b-with_red_dot

Does showing the savings actually payoff?

With new customer payment amount
Without new customer payment amount

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Which sale price format won? Orange text or green badge?

Savings amount in orange text
bike_shop-savings_display-version_a-orange_text
Savings amount with green badge
bike_shop-savings_display-version_b-green_badge

Which format won? Left or right image placement?

Left-to-right focus
version_a-left_side_focus
Right-to-left focus

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Which web format won? With or without the right side navigation?

With right-rail navigation
intel-version_a
Without right-rail navigation
intel-version_b

With or without the social proof bubble?

With social proof section
version_a-with_social_proof
Without social proof section
version_b-snocks-without_social_proof

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Without or with the visual cues on the product page?

Without progress bar or dynamic image update
version_a-drip-snocks-without_progress_bar_or_image_update
With progress bar and dynamic image update
version_b-drip-snocks-with_progress_bar_and_image_update

With or without the Call To Action (CTA) section?

With CTA section
optimizely-version_a-with_cta
Without CTA section
optimizely-version_b-without_cta

Which Facebook ad generated more leads?

Halloween-themed Facebook ad
facebook_ad_creative-version_b
Non Halloween-themed Facebook ad
facebook_ad-version_a

Does a Halloween-themed creative do better in October?

Halloween-themed
Standard creative

With or without the steps in the checkout?

With step-by-step progress bar
version_a-with_steps_in_the_checkout
Without step-by-step progress bar (nav menu instead)
version_b-without_steps_in_the_checkout

With or without the progress bar?

With progress bar
dela-with_step_indicator-version_a-sm
Without progress bar
dela-without_step_indicator-version_b-sm

With or without the added checklist step?

With added checklist step
Without checklist page

With or without the subscription step?

With subscription selection step
version_a-with_certification_step
Without subscription selection step
version_b2-without_certification_step

Without or with the price total?

Without price total
version_a-without_price_total
With price total
with_price_total-sm

With or without the brochure images?

With brochure images
kaplan-version_a-with_images
Without brochure images
kaplan-version_b_without_images

Creative or conventional imagery? Which won?

Creative karate imagery
version_a-karate_imagery
Conventional headshot imagery
version_b-headshot_imagery

With or without the "Limited Edition" callout?

With "Limited Edition" banner
drip_agency-version-a-with_banner-sm
Without "Limited Edition" banner
drip_agency-version-b-without_banner-sm
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