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Without or with the child link?

Without secondary child link
dell_version_a-sm
With secondary child link
dell-version_b-sm

With or without the top image on mobile?

With image
version_a-with_image
Without image
version_b-without_image

With or without the image? Which format worked best?

With added image in hero section
intel-with_image-version_a-sm
Without image in hero section
intel-without_image-version_b-sm

Which email subject line approach won? Urgency or informative?

Urgency: Act now
version_a-sm
Informative: Important information
version_b-sm

With or without the clock emojis in the email subject line?

With emojis in subject line
royal_caribbean-version_a-sm-with_emojis
Without emojis in subject line
royal_caribbean-version_b-sm-without_emojis

Which cookie notification format won? With the buttons or links?

With buttons in bottom banner
version_a-dela-cookie_notification_banner_with_buttons
With links in bottom banner
version_b-dela-cookie_notification_banner_with_links

Which email format won? With the button or links?

With button
version_a-with_button
With links and modified copy
version_b-with_links

Which login format converted best? Link or button?

Which nav format won? Featuring product or lifestyle imagery?

Product images
version_a-product_images
Lifestyle images
version_b-lifestyle_images

Which product image format outperformed?

Simple product view
flat_lay-view
With models
model_view

Product or lifestyle imagery? Which pushed conversions higher?

Product imagery banner ads
uweed-product_imagery-version_a-sm
Lifestyle imagery banner ads
uweed-lifestyle_imagery

Which button copy worked best? View now or order now?

View options
t_mobile-version_a-sm-view_now
Order now
t_mobile-version_b-sm-order_now

Which Button Copy Worked Best Early In The Funnel?

"Options and Order" button
version_a-high_friction
"View the options" button
version_b-low_friction

Which simple copy change achieved an astounding +57% conversion lift?

Button copy stating "Get a Quote"
Button copy stating "Get a Quote Now"

Which design radically increased conversions 337%?

With skimable icons
lamplight-version_a-sm
With benefit-based copy
lamplight-digital-version_b-sm

What's the optimal image slider format: embedded or added?

Image slider embedded within thumbnail image
drip_agency_snooks-version_a-sm-embedded_image_slider
Image slider placed directly below thumbnail image
drip_agency_snook-version-b-sm-outside_image_slider

With or without the added trust icons?

With trust icons added below the CTA and below-the-fold
version_a-with_trust_seals-sm
Without added trust icons under CTA; only below-the-fold
version_b-without_added_trust_seals-sm

With or without the trust rating?

With Feefo trust rating
version_a-sm-with_feefo_rating
Without Feefo trust rating
version_b-sm-without_feefo_rating

With social sharing icons or phone numbers?

With social sharing icons
bt_furnishings-version_a-social_sharing_icons
With phone numbers
bt_furnishings-version_b-phone_numbers

With or without the bottom call and email buttons?

With bottom phone and email buttons
hays_recruiting-version_a-sm
Only orange "Apply Now" button
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