After running over 100 A/B tests for clients across industries, patterns emerge that challenge conventional wisdom. Not every best practice is universal, and context matters enormously.
What Consistently Works
Reducing form fields, adding social proof near CTAs, and improving page load speed consistently show positive results. Clear value propositions above the fold beat clever headlines every time.
What Rarely Works
Changing button colors in isolation almost never produces meaningful results. Neither do minor copy changes without addressing underlying UX issues. The biggest wins come from structural changes that fundamentally improve the user journey.
The lesson: focus on removing friction rather than optimizing individual elements. User behavior research will always outperform gut-feel design changes.