What 11,000 eCommerce A/B Tests Are Actually Showing
Your competitors have already run your next A/B test. Across 11,000 experiments catalogued from brands like Nike, Harry's, and thousands of DTC stores, the data is clear: most of what the industry treats as best practice is wrong. This session shows you what's actually winning, and what's quietly killing your conversion rate.
Casey Hill, CMO at DoWhatWorks, has spent years cataloging every public A/B test run by major eCommerce brands — Nike, Harry's, and thousands more. His database shows what's actually winning, what keeps losing, and what most operators keep guessing about. Spoiler: a lot of what people think works doesn't.
Avi Moskowitz, CEO of PrettyDamnQuick, runs tests inside checkout at scale; delivery options, payment flows, coupon recovery, and social proof. Where Casey covers the full funnel, Avi brings the data from the moment that actually determines revenue: the last 60 seconds before purchase.
Together, they're going through the data live. You'll see the tests, the winning variants, and walk away with something you can act on this week.
What We'll Cover
Social proof that actually converts: The surprising number of social proof tests that are losing right now — and what the winning version looks like instead. Plus how dynamic, product-level reviews in checkout change the game for first-time buyers.
Discounting – language, format, and timing: 15% off vs. $15 back. Coupon abandonment and how to recover it. Real test results on what gets people to pull the trigger.
Pop-ups and exit intent: When they help, when they hurt, and how segmenting by new vs. returning visitors changes everything.
Product display and layout trends: What major brands are currently testing on their PDPs — and what's winning on image count, grid layout, and presentation.
Checkout: where you're actually losing conversions:The tests don't end at the product page. We bring data from inside checkout, the moment that actually counts.
Live site diagnoses: Drop your URL in the chat. We'll give you a real-time read on what you should be testing, based on everything we've seen across thousands of brands.
What You'll Walk Away With
A clear picture of which test categories are generating real lifts, and which are traps
Specific, steal-worthy insights to bring back to your team and run this week
A sharper eye for where your funnel is leaking between landing page and purchase confirmation
Who Should Attend
This is for eCommerce operators who are done making decisions based on untested best practices. If you run or influence A/B tests at a DTC or Shopify brand, and you want to see real data from real tests, not theory, this is built for you.