3 Unexpected Wins That Emerged From A/B Testing

Version A of Anthem's mobile landing page for its PPC campaign has plenty of calls to action, but no images.

Version B of Anthem's mobile landing page included an image, longer copy and a single, clear call to action.

Duolingo completed an A/B test to improve its Spanish-to-English language courses, increasing the time spent using the app by each learner.