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Which form format won? Full-page or left-aligned?

Full-page form
Left-aligned, vertical form

With or without the visible form?

With visible form
optimizely-with_form-version_a-sm
Without visible form
optimizely-without_form-version_b-sm

Which form format increased revenue?

Horizontally-formatted without added info
viva-version_b-thumbnail
Vertically-formatted with added info
viva-version_b-thumbnail

With more or fewer content cards?

3 smaller content cards
optimizely-more_content_cards-version_a-sm
2 larger content cards
optimizely-less_content_cards-version_b-sm

Which format converted best? With 3 or 2 options?

3-option layout
nat_west-version_a-3_product_options-sm
2-option layout
nat_west-version_b-2_product_options-sm.pn

Which personalized email subject line won on mobile?

Finish {Pet's Name} Insurance Quote
sainsbury_version_a-pet_in_preveiw-sm
Don't miss 12 months for 9 on {Pet's Name} Insurance
sainsbury_version_b-pet_not_in_preveiw-sm

With or without the personalized text?

Personalized email, preview text
Generic email message, preview text
wwf-version_b-sm

Which format increased internet orders?

With blue bar visual indicator
t-mobile-with_visual_indicator-version_a-sm
With text titles
t-mobile-with_title_text-version_b-sm

Do fancy or descriptive text titles work best?

Fancy Titles
ancestry-fancy_titles-version_a-sm
Descriptive Titles
ancestry-descriptive_titles-version_b-sm

Without or with the detailed description?

Without detailed description
controlled_chaos-without_detailed_descrption-version_a-lg
With detailed description
controlled_chaos-with_detailed_description_version_b-lg

With or without the detailed product info?

Detailed Product Page
version_a-sm
Less Detailed Product Page
version_b-sm

With or without the image in the checkout form?

With image in checkout
ticketmaster-version_a-with_image-sm
Without image in checkout
ticketmaster-version_b-without_image-sm

With or without the secondary CTA in the hero section?

With secondary CTAs
vodafone-multiple_cta-version_a-sm
Without secondary CTAs; only single, primary CTA
vodafone-single_cta-version_b-sm

With or without the added "Call to Order" CTA button?

With added "Call to Order" CTA at bottom
telecom-version_a-sm
Without "Call to Order" CTA at bottom

Which page layout reduced call volumes? Standard or accordion?

Standard table layout
natwest-contact_page-version_a-sm
Modified layout
natwest-contact_page-version_b-sm

Closed or expanded accordion view?

Closed accrodion view
suzuki-accordion_view-version_a-sm
Expanded accordion view

Which pop-up won? With the focus on images or text?

Image-focused pop-up
sleeknote_focus_on_images-version_a-sm
Text-focused pop-up
sleeknote-focus_on_text-version_b-sm

Should you use or lose the CTA in a dropdown navigational mega menu?

With CTA in mega menu
staatsloterij-version_a-with_cta-sm
Without CTA in mega menu
staatsloterij-version_b-without_cta-sm

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Should you push your customers to leave a review on your website?

No rating review reminder pop-up
yemeksepeti-without_review-sm
With a rating review reminder pop-up
yemeksepeti-with_review-sm

Puzzling Paradox: Does a Personal or Practical Approach Convert Best?

Personal approach: you can save your form. . .
Practical approach: the application process takes about 10 minutes
the_cooperative_bank-version_b-sm
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