[Case Studies] How Failed A/B Tests Increase Conversion Rates


“Getting a negative test result is the worst thing that can happen when you perform an A/B test – right?”

While many marketers probably would subscribe to the logic behind this statement, experience from almost 400 split tests tells me otherwise. A negative test result will often give you as much insight and learning as a test that generated a major lift.

Sounds weird? Read the rest of the post, look at some real world examples and find out what the deal is.

How changing one word in the call-to-action reduced conversions on a payment page by 26.55%

Here’s an example from a series of tests I conducted on a payment page for one of my clients. This page is the last step in the conversion funnel and every click means money in the bank.


  1. In short, you can always turn something negative into something positive. So what if you fail? You’ll be able to discern what went wrong and learn from the experience, and change the way things are done the next time. What to gain from failure? Invaluable experience.

    So yeah, yours is a very good example of that lesson. Thanks for expounding on it. 🙂

  2. I can’t imagine that something that fail will result a greener outcome. As what you’ve said, the failed A and B tests increase conversion rates, unbelievable!

    Well, tests are unpredictable and if it fails, you still have C until Z letters. I mean you have so many options and you can experiment more. And I must say that, for you to lessen the numbers of your failures, you have to figure out what went wrong, the problem identification process.

    Thanks for expounding this topic and for sharing this with us!