A/B Test Idea: Use Case Examples on a Landing Page

When visitors cannot connect the product to their own work, it usually shows up as support requests or survey answers asking whether it fits their use, and as session recordings of people who read the features section and leave without acting. With well-chosen examples, visitors find a scenario close to their own and complete the primary action more often. Choose only scenarios the product genuinely supports, do not present an invented example as a customer story, and leave out outcome figures nobody has measured. Place the section where it does not push price and coverage aside; if visitors struggle to understand those, clarify them first.

Primary action completion rate

Compare completion to see whether adding examples changes the target action.

Also track

• Example interaction rateTrack interaction with the examples.
• Example section visibilityMeasure whether the section is seen.
• Post-action drop-off rateMake sure visitors who do not identify with an example do not abandon at the next step.
• Time on pageRead time alongside actions; a longer visit alone does not prove interest.

• ExamplesAdd predefined use cases the product actually supports.
• Keep constantKeep example count, format and placement fixed; preserve the offer and CTA.
• InterestReview how existing audience segments respond.
• ExpectationsMake sure each example reflects real product capabilities.
• Separate testsTest example count, personalization and short-versus-detailed copy separately.

1. 1More interaction with the examples or longer time on page does not count as success by itself. What matters is how many visitors complete the primary action; if the post-action drop-off rate climbs, visitors may have moved ahead with an example that does not fit them, and the gain is not enough to ship.
2. 2Your findings cover the set of scenarios you chose and this page. If the examples come from a single industry, do not generalize to visitors from other industries; review existing audience segments separately and follow drop-off through the step after the action.
3. 3If no clear winner emerges, accept that this sample may not be enough to decide; a small gap could be either a gain or a loss. Once the planned run is over, do not stretch it on a whim; record the result as inconclusive. For a new test, size it up front with the sample size calculator, based on the smallest effect you care about.