7 WINNING A/B TESTS THAT FEEL ILLEGAL TO KNOW

Summary from the TLDR Product newsletter

A/B testing often fails because teams prioritize quantity over strategy—89% of tests from 2020 to 2024 failed to outperform the control. Winning tests in 2025 show that clarity beats simplicity, action-based CTAs outperform benefit-first ones, and outdated tactics like customer logos, strike pricing, and competitor comparisons can actually hurt conversions.