Summer Trends in A/B Testing: What the Major Brands are Testing in 2024

With summer in full swing, it's the perfect time for e-commerce companies to experiment with new strategies for attracting and retaining customers. At Henkan & Partners, our bot has been busy unearthing the latest A/B tests from leading companies. With over 300 tests in our database, and new ones added every two weeks, we've identified some intriguing trends for the summer season. These insights are not final recommendations, but rather ideas to inspire your own testing initiatives. Here are six interesting tests we've observed:

Promotion test on Eurostar page

Objective: Increase ticket sales for trips to London.

Details: Eurostar tested two different designs to promote tickets to London. This on-page test is crucial as it targets customers who are already familiar with the brand. By detecting users in Paris and offering relevant offers, Eurostar aims to convert more visitors into buyers.

What this means for you: Testing different ad formats and promotional designs on your landing pages can have a significant impact on conversion rates. This is particularly important during promotional periods when you need to attract and convert new customers quickly.

Booking.com LGBT-friendly filter

Objective: Improve the user experience by adding relevant filters.

Details: Booking.com is known for its comprehensive filtering options. This summer, they tested a filter for LGBT-friendly travel products. While this specific filter isn't necessary for every business, the underlying strategy is to consider what filters your customers might need.

What this means for you: Offering customized filtering options can improve user experience and satisfaction, especially during busy seasons. Consider your customers' specific needs and test filters that can help them find the most relevant products or services.

H&M's upsell and cross-sell strategies

Objective: Increase average order value.

Details: H&M tested two upselling approaches. In version A, they displayed a complete outfit with additional buying suggestions at the bottom. Version B presented a complete look with items that complemented the selected product.

What this means for you: Testing different upsell methods can help you identify the most effective strategy for increasing your average order value. Personalized upsell recommendations can be particularly powerful in generating additional sales.

Nakd discount integration

Objective: Increase conversion rates by highlighting discounts.

Details: Naked has integrated a 50% discount label directly next to the CTA (Call to Action). This innovative placement is designed to grab the customer's attention and encourage faster purchasing decisions.

What this means for you: Small user interface changes, such as integrating discounts near the CTA, can have a significant impact on conversion rates. Experimenting with the way you present discounts and offers can help you find the most effective way to entice customers to make a purchase.

Trainline hosting functionality

Objective: Diversify offers and improve user experience.

Details: Trainline has tested a new feature displaying available hotels and accommodation options based on the traveler's destination. Introducing important features like this, even as a "painted door" test, can help companies assess interest and feasibility before full implementation.

What this means for you: Large-scale feature testing can provide valuable insights into potential new revenue streams or ways of improving the customer experience. Even if a feature isn't fully developed, testing the concept can help you understand its viability and potential impact.

Airbnb countdown

Objective: Create a sense of urgency and increase bookings for special offers.

Details: Airbnb tested two different countdown designs for its exclusive travel offers. One version had a more visible countdown than the other.

What this means for you: Creating a sense of urgency can be a powerful motivator for customers. Testing different ways of displaying urgency, such as countdown timers, can help you determine the most effective method of generating conversions for time-limited offers.

Conclusion

These examples provide an overview of the innovative A/B tests carried out by leading digital brands this summer. Remember, these are not prescriptive solutions, but rather inspirations for your own testing. Every company's strategy must be aligned with its unique objectives and the needs of its customers. By continually experimenting and optimizing, you can discover what works best for your business and generate significant growth.

Stay curious, keep testing and enjoy a successful summer season!