The folks at unbounce have rounded up a great collection of landing page A/B tests where the results may not be what you'd expect at first glance.
Unfortunately, you can't view the actual A/B tests in detail without a Which Test Won paid account, but you can see enough through the screenshots in the blog post and the commentary on each test to get a good idea of what worked and why for each test.
I particularly liked test #11 where a button design change resulted in a 14% uplift in conversions. Despite the number of landing pages my team creates, I've yet to do such a specific test myself — sounds like it's long overdue!
Posted on: September 25, 2012 | 3 Comments