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Home & Landing

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

Visitors may understand a product but not see how it fits their own work.

  • Home & landing
  • Primary action completion rate

Control vs Variant

Absent on one side, present on the other.

Changed
Presence
Page
Home & landing
Difference
added

Hypothesis

Examples can make that connection, while a narrow set may imply other uses are unsupported and add reading effort.

How to run this test

Primary metric

Primary action completion rate

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

Other metrics

  • 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.

What to check before and during the test

  • 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.

Setup mistakes to avoid

  1. 1Do not present a fictional use case as a real customer story.
  2. 2Do not change example count and format together.
  3. 3Do not choose examples from one industry and generalize to visitors in others.
  4. 4Do not add outcome figures that have not been measured.
  5. 5Do not place examples ahead of information needed for a decision, such as price or coverage.