Discover UI Design Decisions Of Leading Companies,
From Leaked Screenshots & A/B Tests.

Etsy has been a/b testing a simple and common social proof element on some of their product pages. They showed how many users have recently added an item in their shopping carts.  View Leak

Here is a very tiny a/b test from Etsy - the marking of two product personalization fields as required using red asterisks. If I had to guess, I'd expect the effect on checkouts was probably very small if any (based on the pattern data so far). View Leak

I believe Airbnb just a/b tested infinite scrolling and rolled it out. Sometime this year they evolved their homepage to include specific property listings. As  these property tiles appeared, a month ago I also managed to capture a screenshot of two versions of their homepage: one with 40 results per page that would load more listings with a "Show More" button; and another version with an endless or infinite scroll.  View Leak

Etsy continues to run interesting and highly isolated layout experiments on their product listing pages. This time around they tested 5 product tiles per row against 4 tiles. View Leak

Walmart was noticed running a product detail page experiment with an added "popular picks" badge. The badges were added to some products based on some undecipherable logic. Other products would also sometimes show "best seller" badges, including being shown together. View Leak

Amazon ran an experiment where they showed additional product information on books. This included such structured information as: language, publisher, publication date, dimensions, etc. View Leak

Etsy just completed a simple product page experiment. At the bottom of most of their product pages extra products were appended in the form of visual collections. View Leak

Etsy ran an interesting filter experiment on their listing pages. The control's exposed filters on the left column were collapsed in two variations and made visible with the use of an overlay. One variation collapsed the filters completely while another added an extra layer of horizontal categories. View Leak

Amazon has been experimenting with different formatting of product choice selections. Think of books being customized as hardcover, audio or paperback. Think of product quantities and colors. I've been observing Amazon run a sequence of such similar tests over the last few months and here is one such experiment with at least 3 properties that now have been implemented - hinting at higher optimality. View Leak

Last year I captured this button experiment from Bol (a leading online retailer in the Netherlands). They tested a smaller button with less padding against a slightly more bloated one. It's now clear that the variation was rolled out completely - consistent with the bigger form fields and buttons pattern. View Leak

I managed to capture this exciting little big price styling experiment from Amazon before it wrapped up this week. What looks like a small change actually has a few interesting differences packed into a single variation which you can see below. View Leak

Walmart a/b tested a new version of their homepage which I managed to capture screenshots of. Generally speaking, the new variation is basically longer with more types of products, more results, and a greater distinction between products and categories. After waiting a few weeks, we can also confirm that the new version was implemented - suggesting a possible improvement. View Leak

Etsy just ran an a/b test of how prices were displayed on their product pages. The three related changes were detected as a single variation and it now seems like the experiment ended up being rejected - suggesting a loss or insignificant outcome. Although the changes were confounded, based on some positive data related to showing availability, perhaps removing the "In stock" copy was one change too many. Here is what the experiment looked like: View Leak