LESSONS FROM 25,000 SPLIT TESTS BY THE TOP TECH COMPANIES

Summary from the TLDR Marketing newsletter

Across thousands of SaaS tests, only 10% of revenue-focused A/B experiments deliver better results than the control. Tactics such as illustrated or semi-opaque backgrounds, reassurance subtext below CTAs, and linking customer logos to case studies consistently generate positive results, but brands continue to adopt other losing ideas. In high-profile cases like GoDaddy and Talkdesk, AI-heavy messaging lost in tests but was still adopted widely, showing strategic decisions can often be driven more by perception, internal alignment, or investor storytelling than by user response.