WiserUI_Bench.json

[
  {
    "index": 0,
    "win_url": "https://goodui.org/site/assets/files/10198/leak083_bfull-1.jpg",
    "lose_url": "https://goodui.org/site/assets/files/10197/leak083_afull.jpg",
    "source": "https://goodui.org/leaks/etsy-a-b-tests-5-vs-4-listing-tiles/",
    "company": "Etsy",
    "page_type": "listing page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Tile": [
        "Count",
        "Size"
      ]
    },
    "rationale": [
      {
        "reason": "The right version simplifies the layout by reducing the number of relevant tiles, making it easier for users to process information.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The larger tiles in the right version stand out more, making them easier to remember and likely to attract user attention.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The larger tile size in the right version makes it easier to click, reducing the time and effort required for interaction.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 1,
    "win_url": "https://goodui.org/site/assets/files/4229/leak023_afull-1.jpg",
    "lose_url": "https://goodui.org/site/assets/files/4230/leak022_bfull-1.jpg",
    "source": "https://goodui.org/leaks/zalando-rejects-a-b-tested-company-logos-and-a-smaller-add-to-cart-button/",
    "company": "Zalando",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Image": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The removal of the Bugatti logo simplifies the visual representation, reducing cognitive load and allowing users to focus more on the product information.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The distance to the 'Add to Cart' button in the right version is closer, making it easier to click and facilitating the achievement of the target action.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The right version simplifies the interface by following familiar design patterns, aligning with user expectations based on previous experiences with online shopping.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 2,
    "win_url": "https://goodui.org/site/assets/files/4229/leak023_afull-1.jpg",
    "lose_url": "https://goodui.org/site/assets/files/4231/leak022_cfull-1.jpg",
    "source": "https://goodui.org/leaks/zalando-rejects-a-b-tested-company-logos-and-a-smaller-add-to-cart-button/",
    "company": "Zalando",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Position"
      ],
      "Image": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The larger 'Add to Cart' button in the right version makes it easier and quicker for users to click, increasing the likelihood of order fulfillment.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The removal of the Bugatti logo aligns with users' expectations for a simpler interface, reducing cognitive load and making the 'Add to Cart' button more prominent.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "In the right version, the 'Favorite' button is positioned closer to the 'Add to Cart' button, helping users more easily associate these actions.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The right version simplifies the interface by following familiar design patterns, aligning with user expectations based on previous experiences with online shopping.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 3,
    "win_url": "https://goodui.org/site/assets/files/12451/leak0101_afull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/12452/leak101_bfull-1.jpg",
    "source": "https://goodui.org/leaks/amazon-a-b-tests-and-rejects-this-product-description-format/",
    "company": "Amazon",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Layout"
      ]
    },
    "rationale": [
      {
        "reason": "The tabular format for presenting product details simplifies the information so that users can quickly understand it without cognitive overload.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The tabular format aligns with user expectations based on previous experiences with product descriptions, reducing cognitive load and facilitating faster understanding.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The indentation format helps group related information together, allowing users to see the relationships between product details more clearly.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 4,
    "win_url": "https://goodui.org/site/assets/files/4510/leak031_afull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/4512/leak031_cfull-1.jpg",
    "source": "https://goodui.org/leaks/netflix-designs-their-button-a-little-too-big/",
    "company": "Netflix",
    "page_type": "landing page",
    "industry_domain": "Entertainment & Media",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Size"
      ]
    },
    "rationale": [
      {
        "reason": "The simple design with a slightly smaller button on the right version reduces cognitive load and minimizes distractions, allowing users to focus on the main CTA text.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 5,
    "win_url": "https://goodui.org/site/assets/files/5936/leak060_afull-1.jpg",
    "lose_url": "https://goodui.org/site/assets/files/5937/leak060_bfull-1.jpg",
    "source": "https://goodui.org/leaks/airbnb-rejects-auto-suggesting-dates-in-this-failed-a-b-test/",
    "company": "Airbnb",
    "page_type": "product/service detail page",
    "industry_domain": "Travel & Hospitality",
    "web_mobile": "web",
    "ui_change": {
      "Card": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By removing auto-suggestions, users have fewer options to choose from, which reduces decision-making time and makes the booking process more efficient.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "Users are likely more accustomed to selecting their dates without suggestions, which aligns with their previous experiences on other platforms and reduces cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 6,
    "win_url": "https://goodui.org/site/assets/files/7705/leak066_afull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/7706/leak066_bfull.jpg",
    "source": "https://goodui.org/leaks/airbnb-once-again-rejects-next-available-date-suggestions/",
    "company": "Airbnb",
    "page_type": "product/service detail page",
    "industry_domain": "Travel & Hospitality",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "Removing the upcoming date suggestions reduces the number of choices presented to the user, speeding up the decision-making process and making it easier for users to select a date.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 7,
    "win_url": "https://goodui.org/site/assets/files/5087/leak045_bfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/5086/leak045_afull.jpg",
    "source": "https://goodui.org/leaks/netflix-a-b-tests-early-email-capture-at-the-start-of-their-signup-flow-and-it-succeeds/",
    "company": "Netflix",
    "page_type": "landing page",
    "industry_domain": "Entertainment & Media",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By placing the email field front and center, it becomes larger and closer to the action button, allowing users to access it more quickly and accurately.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The design aligns with user expectations for a simple sign-up process because users are accustomed to seeing the email field early in similar interfaces.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "Since users believe they can use the service as soon as they enter their email information, their motivation to act increases, encouraging them to click the 'TRY IT NOW' button.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 8,
    "win_url": "https://goodui.org/site/assets/files/5016/leak044_cfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/5014/leak044_afull.jpg",
    "source": "https://goodui.org/leaks/etsy-discovers-a-better-padded-and-wider-search-bar-in-this-a-b-c-test/",
    "company": "Etsy",
    "page_type": "search page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Padding",
        "Color"
      ],
      "Button": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The wide search bar in the modified version is easier to access and allows for faster interactions, and larger elements are easier to target.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The increased padding and contrast in the modified version simplify the visual representation, making it easier for users to recognize and interact with the search bar.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The stark change to a label-less gray search bar can attract attention and may be more memorable than the original version.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 9,
    "win_url": "https://goodui.org/site/assets/files/13510/leak111_bfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/13509/leak111_afull.jpg",
    "source": "https://goodui.org/leaks/walmart-a-b-tests-and-rolls-out-this-new-product-page-layout/",
    "company": "Walmart",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Position"
      ],
      "Tile": [
        "Presence",
        "Layout"
      ],
      "Button": [
        "Position"
      ],
      "Image": [
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "Simplifying product information into a summary allows users to quickly grasp key details without cognitive overload.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By providing an \"Add to Cart\" button in the form of a Floating Bar on the right, it makes it easier for users to click and increases the likelihood of purchase.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "Using bullet points in the product description on the right version creates a consistent visual format that effectively groups related information.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The right version groups product details within a defined central area, making it easier for users to recognize it as an integrated set of information.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 10,
    "win_url": "https://goodui.org/site/assets/files/12884/leak105_cfull-1.jpg",
    "lose_url": "https://goodui.org/site/assets/files/12882/leak105_afull.jpg",
    "source": "https://goodui.org/leaks/etsy-a-b-tests-3-footer-variations-with-their-story-and-customer-support-links/",
    "company": "Etsy",
    "page_type": "landing page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Footer": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "Groups FAQs about the site into a common area to facilitate user recognition.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "Organizes frequently asked questions at the bottom of the site in the Footer section to make them more effectively remembered by users.",
        "law": {
          "name": "Serial Position Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The correct version follows a familiar pattern using expandable questions, aligning with user expectations based on previous experiences with FAQs, thus reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 11,
    "win_url": "https://goodui.org/site/assets/files/12884/leak105_cfull-1.jpg",
    "lose_url": "https://goodui.org/site/assets/files/12883/leak105_bfull-1.jpg",
    "source": "https://goodui.org/leaks/etsy-a-b-tests-3-footer-variations-with-their-story-and-customer-support-links/",
    "company": "Etsy",
    "page_type": "landing page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "Users can perceive information more effectively by condensing the amount of information they can recognize.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The correct version compresses the information into two concise questions, reducing the number of choices, allowing users to make decisions faster.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The correct version meets user expectations by providing a simpler and less complex interface, similar to other modern websites.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 12,
    "win_url": "https://goodui.org/site/assets/files/12884/leak105_cfull-1.jpg",
    "lose_url": "https://goodui.org/site/assets/files/12885/leak105_dfull.jpg",
    "source": "https://goodui.org/leaks/etsy-a-b-tests-3-footer-variations-with-their-story-and-customer-support-links/",
    "company": "Etsy",
    "page_type": "landing page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence",
        "Layout",
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "It compresses information into two expandable questions to reduce cognitive load and make it easier for users to understand.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "It helps users make decisions faster and more efficiently by limiting content to two questions, thereby reducing the number of choices.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "It follows the principle that fewer items, such as two questions, are easier for users to remember and process than a long version with multiple paragraphs.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 13,
    "win_url": "https://goodui.org/site/assets/files/3628/leak005_afull-1.jpg",
    "lose_url": "https://goodui.org/site/assets/files/3635/leak005_efull-1.jpg",
    "source": "https://goodui.org/leaks/netflix-rejected-all-these-tested-homepage-variations-perhaps-this-one-will-help/",
    "company": "Netflix",
    "page_type": "homepage",
    "industry_domain": "Entertainment & Media",
    "web_mobile": "web",
    "ui_change": {
      "Card": [
        "Presence"
      ],
      "Text": [
        "Text Content"
      ],
      "Tile": [
        "Presence"
      ],
      "Button": [
        "Count",
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "The right version simplifies the homepage by removing complex elements such as free trial visuals and additional selling points, making it easier for users to process information.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The right version potentially reduces the time for users to make decisions by decreasing the number of choices through the removal of multiple sections.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "It is expected that the user's motivation to participate will increase because they expect there to be no procedures such as payment registration required to use the service, leading to a higher completion rate of tasks.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 14,
    "win_url": "https://goodui.org/site/assets/files/5856/leak058_bfull-1.jpg",
    "lose_url": "https://goodui.org/site/assets/files/5855/leak058_afull.jpg",
    "source": "https://goodui.org/leaks/airbnb-a-b-tests-and-discovers-that-a-higher-button-position-is-better/",
    "company": "Airbnb",
    "page_type": "product/service detail page",
    "industry_domain": "Travel & Hospitality",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Position"
      ],
      "Link": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The high position of the \"Reserve\" button is closer to the user's general eye level and is in an area that is easier to access, allowing for fast and accurate access.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "Elements that are close together are perceived to be related, making information delivery easier.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "Significant changes in button placement are likely to account for most of the increase in click counts, focusing on the most impactful features.",
        "law": {
          "name": "Pareto Principle",
          "type": "Action"
        }
      },
      {
        "reason": "The underlined text link for the price tooltip creates visual consistency, helping users associate it with actionable items, thereby increasing its perceived importance.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 15,
    "win_url": "https://goodui.org/site/assets/files/6008/leak063_cfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/6006/leak063_afull.jpg",
    "source": "https://goodui.org/leaks/bol-replicates-airbnbs-experiment-which-confirms-a-better-customer-rating-format/",
    "company": "Bol",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "It effectively conveys information in smaller units compared to the winning version.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The format used in the winning version aligns with familiar patterns seen on other platforms, reducing cognitive load and making it easier for users to process information.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 16,
    "win_url": "https://goodui.org/site/assets/files/6092/leak064_bfull-1.jpg",
    "lose_url": "https://goodui.org/site/assets/files/6091/leak064_afull.jpg",
    "source": "https://goodui.org/leaks/amazon-a-b-tests-the-list-vs-grid-layout/",
    "company": "Amazon",
    "page_type": "listing page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Tile": [
        "Layout"
      ]
    },
    "rationale": [
      {
        "reason": "Users are accustomed to grid layouts from their many online shopping experiences, making transitions smoother and reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 17,
    "win_url": "https://goodui.org/site/assets/files/5006/leak047_cfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/5004/leak047_afull.jpg",
    "source": "https://goodui.org/leaks/bol-tests-8-add-to-cart-buttons-with-1-winner/",
    "company": "Bol",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Size"
      ],
      "Icon": [
        "Presence"
      ],
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "As the size of the button increases in the right version, it becomes easier to click, and larger targets are more accessible.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The phrase \"Add to Cart\" is a familiar expression to users, matching their previous experiences in online shopping.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "Effectively emphasizes the CTA phrase by making it more noticeable.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 18,
    "win_url": "https://goodui.org/site/assets/files/5006/leak047_cfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/5005/leak047_bfull.jpg",
    "source": "https://goodui.org/leaks/bol-tests-8-add-to-cart-buttons-with-1-winner/",
    "company": "Bol",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The label \"Add to Cart\" aligns with common e-commerce practices, making it familiar to users and reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 19,
    "win_url": "https://goodui.org/site/assets/files/5006/leak047_cfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/5007/leak047_dfull.jpg",
    "source": "https://goodui.org/leaks/bol-tests-8-add-to-cart-buttons-with-1-winner/",
    "company": "Bol",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The label \"Add to Cart\" aligns with common e-commerce practices, making it familiar to users and reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The button size of the \"Add to Cart\" version is likely larger, making it easier to click compared to the smaller \"Buy Now\" button.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 20,
    "win_url": "https://goodui.org/site/assets/files/5006/leak047_cfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/5006/leak047_ffull.jpg",
    "source": "https://goodui.org/leaks/bol-tests-8-add-to-cart-buttons-with-1-winner/",
    "company": "Bol",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The label \"Add to Cart\" is consistent with common e-commerce practices, making it familiar to users and reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The button size may have increased in the right version, making it easier to click and access quickly.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 21,
    "win_url": "https://goodui.org/site/assets/files/5006/leak047_cfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/5006/leak047_hfull.jpg",
    "source": "https://goodui.org/leaks/bol-tests-8-add-to-cart-buttons-with-1-winner/",
    "company": "Bol",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The label \"Add to Cart\" is consistent with common e-commerce practices, making it familiar to users and reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 22,
    "win_url": "https://goodui.org/site/assets/files/5752/leak055_bfull-1.jpg",
    "lose_url": "https://goodui.org/site/assets/files/5751/leak055_afull-1.jpg",
    "source": "https://goodui.org/leaks/airbnb-a-b-tests-and-detects-a-better-placement-for-saving-properties/",
    "company": "Airbnb",
    "page_type": "listing page",
    "industry_domain": "Travel & Hospitality",
    "web_mobile": "web",
    "ui_change": {
      "Icon": [
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "The save icon is placed closer to the position where the cursor is usually located when the user scrolls, making interactions easier and faster.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The save icon is now positioned separately from the thumbnail, reducing confusion about each other's functions and making their different purposes clearer.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The new position of the save icon does not visually compete with the thumbnail, allowing the user to better understand the relationship between the two elements.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 23,
    "win_url": "https://goodui.org/site/assets/files/4493/leak030_afull-1.jpg",
    "lose_url": "https://goodui.org/site/assets/files/4494/leak030_bfull-1.jpg",
    "source": "https://goodui.org/leaks/bookings-carousel-fails-in-this-experiment-as-predicted/",
    "company": "Booking.com",
    "page_type": "homepage",
    "industry_domain": "Travel & Hospitality",
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    "ui_change": {
      "Tile": [
        "Count"
      ],
      "Button": [
        "Presence"
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    },
    "rationale": [
      {
        "reason": "The version with 5 tiles (B) stays within cognitive load limits, allowing users to process information without feeling overwhelmed.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 24,
    "win_url": "https://goodui.org/site/assets/files/9241/leak075_bfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/9240/leak075_afull.jpg",
    "source": "https://goodui.org/leaks/amazon-a-b-tested-this-bigger-price-style/",
    "company": "Amazon",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
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    "ui_change": {
      "Text": [
        "Font Size",
        "Text Content",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "Removing the decimal point and highlighting the discount in red makes these elements stand out more, drawing attention to the price and perceived savings.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 25,
    "win_url": "https://goodui.org/site/assets/files/5901/leak059_bfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/5900/leak059_afull.jpg",
    "source": "https://goodui.org/leaks/amazon-discovers-that-showing-structured-product-details-is-better/",
    "company": "Amazon",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
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    "ui_change": {
      "Text": [
        "Layout"
      ]
    },
    "rationale": [
      {
        "reason": "By providing structured details of information in a tabular format, it simplifies the information so that users can quickly understand the main specifications.",
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          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "By using consistent labels and formats in the structured details, it helps users group related information together, enhancing their perception of the product's functionality.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "By organizing product details in a structured format, the amount of information presented at once becomes manageable, reducing cognitive overload and making it easier for users to process information.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "Structured presentations clearly delineate product specifications, reducing the complexity of choices and helping users make faster decisions.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 26,
    "win_url": "https://goodui.org/site/assets/files/3693/leak006_bfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/3692/leak006_afull.jpg",
    "source": "https://goodui.org/leaks/booking-a-b-tested-and-rolled-out-an-expanded-calendar-control/",
    "company": "Booking.com",
    "page_type": "landing page",
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      "Dropdown": [
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    },
    "rationale": [
      {
        "reason": "Because it is always visible, it is easier to access, allowing users to select dates more quickly without needing to click to open the menu.",
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          "name": "Fitts’s Law",
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        }
      }
    ]
  },
  {
    "index": 27,
    "win_url": "https://goodui.org/site/assets/files/12181/leak099_afull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/12182/leak099_bfull.jpg",
    "source": "https://goodui.org/leaks/booking-a-b-tests-a-highly-prominent-deals-page-and-possibly-rejects-it/",
    "company": "Booking.com",
    "page_type": "homepage",
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    "ui_change": {
      "Button": [
        "Presence"
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      "Input Field": [
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        "Text Content"
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      "Image": [
        "Image"
      ]
    },
    "rationale": [
      {
        "reason": "The travel itinerary selection feature is placed at the top to introduce the function to users more effectively.",
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          "name": "Serial Position Effect",
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        }
      },
      {
        "reason": "By placing the main search at the top, it is made larger and more accessible, leading to faster interactions compared to the less emphasized left version.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 28,
    "win_url": "https://goodui.org/site/assets/files/11558/leak094_afull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/11559/leak094_bfull-1.jpg",
    "source": "https://goodui.org/leaks/amazon-a-b-tests-and-rejects-wider-and-smaller-product-titles/",
    "company": "Amazon",
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    "ui_change": {
      "Text": [
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    },
    "rationale": [
      {
        "reason": "As the width of the product title decreases, it can be grouped more effectively with related product images, enhancing the visual relationship between the title and the product.",
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          "name": "Law of Common Region",
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        }
      },
      {
        "reason": "A smaller product title may be easier to interact with if it is positioned closer to the product image, reducing the distance users need to move their gaze.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "Users may find that a smaller product title feels more familiar and easier to navigate, which aligns with common design patterns seen in other interfaces.",
        "law": {
          "name": "Jakob’s Law",
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      }
    ]
  },
  {
    "index": 29,
    "win_url": "https://goodui.org/site/assets/files/11558/leak094_afull.jpg",
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    "source": "https://goodui.org/leaks/amazon-a-b-tests-and-rejects-wider-and-smaller-product-titles/",
    "company": "Amazon",
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    },
    "rationale": [
      {
        "reason": "The smaller product title area creates a more consistent appearance with other text elements, making it easier for users to recognize and process it as related.",
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          "name": "Law of Similarity",
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        }
      },
      {
        "reason": "Reducing the width of the product title area allows for better grouping with related product images, enhancing the visual relationship between the title and the products.",
        "law": {
          "name": "Law of Common Region",
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        }
      },
      {
        "reason": "The larger font title stands out more, effectively emphasizing the information.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "A smaller product title area closer to the product image can be easier to interact with, reducing the distance users need to move their gaze.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "Users may perceive a smaller product title area as more familiar and easier to navigate, which aligns with common design patterns seen in other interfaces.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
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      }
    ]
  },
  {
    "index": 30,
    "win_url": "https://goodui.org/site/assets/files/9718/leak078_cfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/9716/leak078_afull-1.jpg",
    "source": "https://goodui.org/leaks/etsy-a-b-c-tests-the-left-column-vs-overlay-filters-on-listing-pages/",
    "company": "Etsy",
    "page_type": "listing page",
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    "ui_change": {
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      "Tile": [
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    },
    "rationale": [
      {
        "reason": "The overlay filter simplifies the representation of options, reducing cognitive load and making it easier for users to understand and interact with the filter.",
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          "name": "Law of Prägnanz",
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      },
      {
        "reason": "A new layout with boundaries around sorting options and an overlay for filters creates clear boundaries, making it easier for users to see these elements as part of an integrated group.",
        "law": {
          "name": "Law of Common Region",
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        }
      },
      {
        "reason": "The close placement of related elements like sorting options and product tiles helps users quickly identify relationships and navigate the interface more intuitively.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "Larger product tiles and more visible sorting options are easier to click, improving accessibility and user interaction.",
        "law": {
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      }
    ]
  },
  {
    "index": 31,
    "win_url": "https://goodui.org/site/assets/files/9718/leak078_cfull.jpg",
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    "source": "https://goodui.org/leaks/etsy-a-b-c-tests-the-left-column-vs-overlay-filters-on-listing-pages/",
    "company": "Etsy",
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    "ui_change": {
      "Tile": [
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    },
    "rationale": [
      {
        "reason": "The priority is concentrated on the top recommendation area.",
        "law": {
          "name": "Pareto Principle",
          "type": "Action"
        }
      },
      {
        "reason": "The right version provides recommended categories, reducing the number of options, shortening decision time, and preventing user overwhelm.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
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      }
    ]
  },
  {
    "index": 32,
    "win_url": "https://goodui.org/site/assets/files/13053/leak107_bfull-1.jpg",
    "lose_url": "https://goodui.org/site/assets/files/13052/leak107_afull.jpg",
    "source": "https://goodui.org/leaks/walmarts-2nd-take-on-its-new-navigation-seems-to-have-worked/",
    "company": "Walmart",
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    "industry_domain": "Retail & E-commerce",
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    "ui_change": {
      "Input Field": [
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      "Link": [
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      "Card": [
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      "Navigation": [
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    },
    "rationale": [
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        "reason": "Consistent design elements, such as emphasized delivery preference options and maintained icons, help users associate these features with their purpose, enhancing usability.",
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          "name": "Von Restorff Effect",
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      },
      {
        "reason": "Repositioning delivery preference options closer to the search box creates a visual group, enabling users to understand the relationship and access it quickly.",
        "law": {
          "name": "Law of Proximity",
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      },
      {
        "reason": "Increasing the size of the search box makes it easier for users to click, reducing the time and effort needed to access this important function.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
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      }
    ]
  },
  {
    "index": 33,
    "win_url": "https://goodui.org/site/assets/files/10740/leak08b_afull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/10741/leak08b_bfull-1.jpg",
    "source": "https://goodui.org/leaks/etsy-rejects-these-exposed-review-filters/",
    "company": "Etsy",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
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    "ui_change": {
      "Button": [
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    },
    "rationale": [
      {
        "reason": "By providing recommendation filters and reducing options, the complexity of decisions is decreased, allowing users to make quicker choices without feeling overwhelmed.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
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      }
    ]
  },
  {
    "index": 34,
    "win_url": "https://goodui.org/site/assets/files/11658/leak095_dfull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/11654/leak095_bfull.jpg",
    "source": "https://goodui.org/leaks/booking-a-b-c-d-tests-and-detects-a-better-calendar-widget/",
    "company": "Booking.com",
    "page_type": "search page",
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      "Button": [
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    },
    "rationale": [
      {
        "reason": "By providing simpler options for date selection, the decision time for users can be reduced.",
        "law": {
          "name": "Hick’s Law",
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      }
    ]
  },
  {
    "index": 35,
    "win_url": "https://goodui.org/site/assets/files/7841/leak067_bfull.jpg",
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    "source": "https://goodui.org/leaks/amazon-a-b-tests-and-rolls-out-product-reassurances/",
    "company": "Amazon",
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    "web_mobile": "web",
    "ui_change": {
      "Icon": [
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    },
    "rationale": [
      {
        "reason": "Emphasizing product information that can increase trustworthiness grabs attention and makes it more memorable for users.",
        "law": {
          "name": "Von Restorff Effect",
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        }
      }
    ]
  },
  {
    "index": 36,
    "win_url": "https://goodui.org/site/assets/files/5549/leak053_afull.jpg",
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    "source": "https://goodui.org/leaks/netflix-a-b-tests-displaying-a-password-field-which-fails-and-gets-rejected/",
    "company": "Netflix",
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      "Button": [
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    },
    "rationale": [
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        "reason": "By removing the password field and the email newsletter unsubscribe checkbox, the registration process is simplified, making it easier for users to understand and complete.",
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          "name": "Law of Prägnanz",
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      },
      {
        "reason": "By reducing the number of fields and options presented to the user, the correct version reduces decision time and cognitive load, facilitating faster sign-up behavior.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
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      }
    ]
  },
  {
    "index": 37,
    "win_url": "https://goodui.org/site/assets/files/4467/leak029_afull-1.jpg",
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    "source": "https://goodui.org/leaks/amazon-discovers-that-product-availability-and-price-belong-closer-towards-add-to-cart/",
    "company": "Amazon",
    "page_type": "product/service detail page",
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    },
    "rationale": [
      {
        "reason": "The right version places the availability information closer to the add to cart button, making it easier for users to associate the two elements as related.",
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      }
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  },
  {
    "index": 38,
    "win_url": "https://goodui.org/site/assets/files/4109/leak019_afull.jpg",
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    "source": "https://goodui.org/leaks/airbnb-a-b-tested-these-3-button-labels-and-they-all-failed/",
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    "page_type": "product/service detail page",
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      "Button": [
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    },
    "rationale": [
      {
        "reason": "The term \"Reserve\" aligns with commonly used terms on similar platforms, making it easier for users to understand and engage with the action.",
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      }
    ]
  },
  {
    "index": 39,
    "win_url": "https://goodui.org/site/assets/files/4109/leak019_afull.jpg",
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    "source": "https://goodui.org/leaks/airbnb-a-b-tested-these-3-button-labels-and-they-all-failed/",
    "company": "Airbnb",
    "page_type": "product/service detail page",
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    "ui_change": {
      "Button": [
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    },
    "rationale": [
      {
        "reason": "The term \"Reserve\" is more intuitive and easier to adopt as it aligns with user expectations based on previous experiences on similar platforms.",
        "law": {
          "name": "Jakob’s Law",
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  {
    "index": 40,
    "win_url": "https://goodui.org/site/assets/files/4109/leak019_afull.jpg",
    "lose_url": "https://goodui.org/site/assets/files/4112/leak019_dfull.jpg",
    "source": "https://goodui.org/leaks/airbnb-a-b-tested-these-3-button-labels-and-they-all-failed/",
    "company": "Airbnb",
    "page_type": "product/service detail page",
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      "Button": [
        "Text Content"
      ]
    },
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      {
        "reason": "Users are accustomed to seeing \"Reserve\" in similar contexts, which aligns with their expectations and reduces cognitive load.",
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          "name": "Jakob’s Law",
          "type": "Memory"
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      }
    ]
  },
  {
    "index": 41,
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    "lose_url": "https://goodui.org/site/assets/files/4545/leak032_bfull-1.jpg",
    "source": "https://goodui.org/leaks/airbnb-a-b-tests-and-rejects-both-of-these-social-proof-statements/",
    "company": "Airbnb",
    "page_type": "signup/login page",
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      "Card": [
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    },
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          "name": "Hick’s Law",
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    "lose_url": "https://goodui.org/site/assets/files/4546/leak032_cfull-1.jpg",
    "source": "https://goodui.org/leaks/airbnb-a-b-tests-and-rejects-both-of-these-social-proof-statements/",
    "company": "Airbnb",
    "page_type": "signup/login page",
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      "Card": [
        "Presence"
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    },
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      {
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          "name": "Hick’s Law",
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    "lose_url": "https://goodui.org/site/assets/files/8857/leak072_bfull.jpg",
    "source": "https://goodui.org/leaks/etsy-a-b-tests-a-different-price-style/",
    "company": "Etsy",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
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      "Text": [
        "Position",
        "Color"
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    },
    "rationale": [
      {
        "reason": "The close placement of price, savings information, and availability indicators helps users quickly identify the relationships between these elements, facilitating decision-making.",
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          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "By adding the phrase \"in stock,\" effective information is provided to users who expect availability information.",
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    "source": "https://goodui.org/leaks/etsy-fails-to-replicate-airbnbs-customer-reviews-banner/",
    "company": "Etsy",
    "page_type": "listing page",
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      "Tile": [
        "Presence",
        "Text Content"
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    },
    "rationale": [
      {
        "reason": "Because there is a lot of star rating data, it can confuse the user's perception, so the right side, which eliminates unnecessary information, conveys information more effectively.",
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          "name": "Miller’s Law",
          "type": "Memory"
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    "index": 45,
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    "source": "https://goodui.org/leaks/amazon-a-b-tests-and-rolls-out-extra-product-information-on-book-pages/",
    "company": "Amazon",
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    },
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          "name": "Law of Prägnanz",
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        }
      },
      {
        "reason": "Using consistent labels and icons for additional product information allows users to group these elements together, reinforcing related purposes.",
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          "name": "Law of Similarity",
          "type": "Perception"
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      },
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        "reason": "A horizontal format with clear boundaries around additional product information creates an integrated group, making it visually distinct and easier to understand.",
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          "name": "Law of Common Region",
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        }
      },
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        "reason": "Close placement of additional product information elements enables users to quickly identify the relationship between them, enhancing understanding of product details.",
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          "name": "Law of Proximity",
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  {
    "index": 46,
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    "source": "https://goodui.org/leaks/booking.com-ab-tested-single-vs-multiple-line-search-forms/",
    "company": "Booking.com",
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        "Presence"
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        "reason": "Version B provides a simpler and more intuitive search interface with a single horizontal search input, reducing cognitive load and making it easier for users to understand and interact.",
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          "name": "Law of Prägnanz",
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        "reason": "The design of version B motivates users to complete search tasks more efficiently by keeping them focused on the search tasks without distractions from additional content.",
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      },
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        "reason": "Decimal averages are presented in clear, distinct areas, making it easier for users to perceive them as unified evaluations compared to a visually complex star system.",
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      },
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      },
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        "reason": "The grid layout allows for larger product images that are easier to click, reducing the time needed for product selection.",
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      },
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        "reason": "The increased density of product tiles in a 4-column layout makes it easier for users to click on items, making them larger and more accessible within the screen space.",
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        "reason": "The modified version reduces cognitive load by aligning with user expectations that quantity options will be provided similarly to other e-commerce platforms.",
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    "index": 60,
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        "reason": "The correct version simplifies the visual layout by increasing the size of the thumbnail, making it easier for users to perceive and understand quickly.",
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      },
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        "reason": "The larger thumbnail in the correct version stands out more and is more memorable compared to the smaller thumbnail in the left version.",
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    "company": "Etsy",
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    "source": "https://goodui.org/leaks/booking-a-b-tests-ghost-buttons-but-their-hopes-fade-away-as-predicted/",
    "company": "Booking.com",
    "page_type": "listing page",
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    "source": "https://goodui.org/leaks/netflix-a-b-tests-and-rejects-free-trials/",
    "company": "Netflix",
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    "source": "https://goodui.org/leaks/are-visible-cancellation-scenarios-too-much-as-airbnb-found-out-in-their-failed-experiment/",
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    "source": "https://goodui.org/leaks/etsy-a-b-tests-this-high-contrast-button-style/",
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    "source": "https://goodui.org/leaks/airbnb-discovers-a-better-calendar-picker-component-from-this-ui-experiment/",
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    "source": "https://goodui.org/leaks/are-icons-with-labels-better-than-labels-alone-google-a-b-tested-this/",
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    "lose_url": "https://static.wingify.com/gcp//uploads/2023/07/Planoly-case-study-1-1-scaled.jpg",
    "source": "https://vwo.com/success-stories/codalift-llc/",
    "company": "CodaLift LLC",
    "page_type": "pricing page",
    "industry_domain": "IT & Software",
    "web_mobile": "mobile",
    "ui_change": {
      "Text": [
        "Presence"
      ],
      "Button": [
        "Size"
      ],
      "Image": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "Since the number of CTA buttons has been reduced, simplifying the choices, the button click rate increases.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "With the inclusion of a performance logo and quotation, it stands out and attracts attention, making it more memorable than the left version.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "A larger button makes it easier for users to click, increasing the likelihood of signing up.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 108,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/2pluimen_challenger-e1404989852651.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/1pluimen_original-e1404988012211.jpg",
    "source": "https://vwo.com/success-stories/pluimen/",
    "company": "Pluimen",
    "page_type": "landing page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Presence"
      ],
      "Icon": [
        "Presence"
      ],
      "Tile": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The transformation simplifies the landing page by reducing the number of CTAs and links, making it easier for users to focus on the main action.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Reducing options from two CTAs to one decreases decision time and cognitive load, allowing users to make decisions more quickly.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "By minimizing the number of elements on the page, the transformation helps users maintain cognitive limits and avoid overload.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The transformation focuses on the most influential feature (single CTA), significantly increasing conversion rates and revenue.",
        "law": {
          "name": "Pareto Principle",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 109,
    "win_url": "https://static.wingify.com/gcp//uploads/2020/11/Qualicorp-Test1@1x.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2020/11/Qualicorp-Test1@1x.png",
    "source": "https://vwo.com/success-stories/qualicorp/",
    "company": "Qualicorp",
    "page_type": "signup/login page",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "mobile",
    "ui_change": {
      "Input Field": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By removing the date of birth field, the form is simplified, reducing the user's cognitive effort and making it easier to understand the necessary information.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By reducing the number of fields in the form, the user's decision time decreases, and the options available for selection are limited, allowing the form to be completed more quickly.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The original version may have presented too many fields, exceeding cognitive load limits, but the revised version keeps it within manageable limits, enhancing the user experience.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 110,
    "win_url": "https://static.wingify.com/gcp//uploads/2020/11/Qualicorp-Test2@1x.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2020/11/Qualicorp-Test2@1x.png",
    "source": "https://vwo.com/success-stories/qualicorp/",
    "company": "Qualicorp",
    "page_type": "signup/login page",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "web",
    "ui_change": {
      "Dropdown": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By removing the 'none' option, it simplifies the user’s decision-making process, allowing them to focus on relevant choices without cognitive overload.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 111,
    "win_url": "https://static.wingify.com/gcp//uploads/2020/11/Qualicorp-Test1@1x.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2020/11/Qualicorp-Test1@1x.png",
    "source": "https://vwo.com/success-stories/qualicorp/",
    "company": "Qualicorp",
    "page_type": "signup/login page",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "mobile",
    "ui_change": {
      "Input Field": [
        "Presence",
        "Font Size"
      ]
    },
    "rationale": [
      {
        "reason": "The hover state of field names simplifies the visual representation, reducing cognitive load and making it easier for users to understand the form.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By always reducing the number of visible field names, the modified version decreases the complexity of choices, allowing users to make decisions more quickly.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 112,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/35_Ez-Texting_Variation.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/35_Ez-Texting_Control.png",
    "source": "https://vwo.com/success-stories/ez-texting/",
    "company": "EZ Texting",
    "page_type": "signup/login page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Banner": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The chat widget stands out on the page, making it more memorable and attention-grabbing.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The chat widget follows familiar design patterns that users have encountered on other websites, making it easier to understand and use.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The chat widget is placed close to the sign-up form, creating a visual relationship that encourages users to seek help while signing up.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 113,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/36_ArtsyEditor_Variation_1.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/36_ArtsyEditor_Variation_2.jpg",
    "source": "https://vwo.com/success-stories/artsy-editor/",
    "company": "Artsy Editor",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By removing the purchase button, the interface is simplified, allowing users to focus on the main action prompt, the demo. This reduces cognitive effort and enhances user understanding.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By removing the purchase button, the number of choices is reduced, leading to quicker decision-making for users who are only presented with the demo option.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "By prioritizing the demo over the purchase in design, it aligns with user expectations, which is a common pattern in software sales. This familiarity reduces cognitive load and promotes engagement.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 114,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/36_ArtsyEditor_Variation_1.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/36_ArtsyEditor_Variation_3.jpg",
    "source": "https://vwo.com/success-stories/artsy-editor/",
    "company": "Artsy Editor",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By removing the purchase button, the interface is simplified, allowing users to focus on the key action prompt, which is the demo.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By reducing the choice from two buttons to one, the decision-making process is streamlined, leading to faster user actions.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "A single demo button aligns with general user expectations for software products, where trial usage is often prioritized over immediate purchase options.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 115,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/36_ArtsyEditor_Variation_2.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/36_ArtsyEditor_Variation_3.jpg",
    "source": "https://vwo.com/success-stories/artsy-editor/",
    "company": "Artsy Editor",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "A simplified button without a price reduces cognitive load, allowing users to focus on the main action of trying the demo.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Removing the price from the button reduces the number and complexity of choices, allowing users to make decisions more quickly.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 116,
    "win_url": "https://static.wingify.com/gcp/uploads/2019/01/2variation.jpg",
    "lose_url": "https://static.wingify.com/gcp/uploads/2019/01/1muc-off_control.jpg",
    "source": "https://vwo.com/success-stories/muc-off/",
    "company": "Muc-Off",
    "page_type": "category page",
    "industry_domain": "Sports & Outdoors",
    "web_mobile": "web",
    "ui_change": {
      "Tile": [
        "Presence",
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "The correct version utilizes a prominent image of the product to make it stand out more and be easier to remember than the original design.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The correct version places the product at the top of the screen, making it larger and more accessible, allowing users to interact and make decisions faster.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 117,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2022/09/Kommunicate-Case-study-2.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2022/09/Kommunicate-Case-study-2.png",
    "source": "https://vwo.com/success-stories/kommunicate/",
    "company": "Kommunicate",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Presence"
      ],
      "Button": [
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "By reducing the number of choices (removing the email field), the decision-making process is streamlined, allowing users to click the 'Start Free Trial' button more quickly.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The 'Start Free Trial' button is now more prominent and accessible without the distraction of the email field, making it easier for users to click.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 118,
    "win_url": "https://static.wingify.com/gcp//uploads/2020/06/logo-with-text.png",
    "lose_url": "https://static.wingify.com/gcp/uploads/2020/06/Utsav-2-1.png",
    "source": "https://vwo.com/success-stories/utsav-fashion/",
    "company": "Utsav Fashion",
    "page_type": "category page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "mobile",
    "ui_change": {
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The new hamburger menu design simplifies the navigation process, allowing users to more easily recognize and access product categories.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The sliding options of the hamburger menu clearly present subcategories, reducing the complexity of choices and helping users make faster decisions.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The redesigned hamburger menu, with larger and more accessible elements, makes it easier for users to click on the options they want, enhancing interaction speed.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 119,
    "win_url": "https://static.wingify.com/gcp//uploads/2024/02/Serpent-case-study-1-scaled.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2024/02/Serpent-case-study-1-scaled.jpg",
    "source": "https://vwo.com/success-stories/serpent-forge/",
    "company": "Serpent Forge",
    "page_type": "product/service detail page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
    "ui_change": {
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The variations of payment options simplify the payment process by clearly displaying multiple payment methods, thereby reducing the user's cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Multiple payment option badges are placed near the add to cart button, making it easy for users to associate payment methods with item addition actions.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "This variation reduces cognitive load and enhances usability by meeting user expectations with familiar payment options.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The addition of multiple payment options enriches and makes information around the add to cart button more accessible, increasing user interaction possibilities.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 120,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2thomas_pink_ab_testing_variation.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/1thomas_pink_ab_testing_control.jpg",
    "source": "https://vwo.com/success-stories/thomas-pink/",
    "company": "Thomas Pink",
    "page_type": "homepage",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Presence"
      ],
      "Navigation": [
        "Presence",
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "The new version simplifies the homepage by removing content-heavy middle sections, allowing users to perceive the layout more clearly and reduce cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The addition of the \"shirt finder\" tool directly guides users to their desired products, reducing the number of choices they need to make and speeding up the decision-making process.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The \"shirt finder\" tool is prominently placed on the page, allowing users to access it quickly and accurately, thus improving usability.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 121,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/76_2_JellyTelly_comparison.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/02/76_JellyTelly_control.jpg",
    "source": "https://vwo.com/success-stories/jellytelly/",
    "company": "JellyTelly",
    "page_type": "homepage",
    "industry_domain": "Entertainment & Media",
    "web_mobile": "web",
    "ui_change": {
      "Navigation": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The revised version simplifies the layout by removing distractions, allowing users to focus on the main calls to action.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By reducing the number of choices (removing exploration and search boxes), the revised version shortens decision time and reduces cognitive load, enabling users to easily navigate to the sign-up page.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The original version can overwhelm users with too many elements, but the revised version maintains the interface within cognitive limits, enhancing user experience.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 122,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2Winning-Variation1.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/1Control.jpg",
    "source": "https://vwo.com/success-stories/ezlandlord/",
    "company": "EzLandlord Forms",
    "page_type": "homepage",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "Used a CTA that feels closer to the final stage to reduce the user's action burden.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 123,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/28_Buyakilt_Variation.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/28_Buyakilt_Control.jpg",
    "source": "https://vwo.com/success-stories/buyakilt/",
    "company": "Buyakilt.com",
    "page_type": "category page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
    "ui_change": {
      "Sidebar": [
        "Presence"
      ],
      "Tile": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "Product filters align with common e-commerce practices, making them intuitive for users familiar with similar interfaces on other websites.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "By providing product filters, the variability of choices reduces the complexity of options available to the user, enabling them to make quicker decisions without feeling overwhelmed.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 124,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2020/09/PalTalk-1@2x-3-scaled.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2020/09/PalTalk-1@2x-3-scaled.jpg",
    "source": "https://vwo.com/success-stories/paltalk/",
    "company": "Paltalk",
    "page_type": "pricing page",
    "industry_domain": "Entertainment & Media",
    "web_mobile": "web",
    "ui_change": {
      "Tile": [
        "Layout"
      ],
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The new tabular format that simplifies the presentation of subscription options makes it easier for users to compare features at a glance.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By reducing the complexity of choices through a clearer layout, the variability reduces decision time and helps users make selections more quickly.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The tabular format allows users to view all subscription options without feeling overwhelmed, keeping the number of items manageable.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 125,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/variation.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/control.jpg",
    "source": "https://vwo.com/success-stories/roeder-studios/",
    "company": "Roeder Studios",
    "page_type": "signup/login page",
    "industry_domain": "Entertainment & Media",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The challenger's CTA text is more prominent and has a more personal characteristic than the original, making it more memorable and appealing to users.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 126,
    "win_url": "https://static.wingify.com/gcp/uploads/2019/01/3ab_testing_v2.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/1ab_testing_control.png",
    "source": "https://vwo.com/success-stories/dachfenster-rollo/",
    "company": "Dachfenster Rollo",
    "page_type": "category page",
    "industry_domain": "Home & Living",
    "web_mobile": "web",
    "ui_change": {
      "Dropdown": [
        "Presence"
      ],
      "Button": [
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "Use green buttons for each brand to create a visual group, clarifying that these elements have a similar purpose in the selection process.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "Organizing buttons in a list format creates a clear boundary that visually groups brand options, enhancing user perception of related items.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Placing buttons close to each other allows users to quickly identify and select their preferred brand without unnecessary movement.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "A larger button size and unique placement make it easier to click, reducing the time and effort needed to make a selection.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 127,
    "win_url": "https://static.wingify.com/gcp/uploads/2019/01/3ab_testing_v2.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2ab_testing_v1.png",
    "source": "https://vwo.com/success-stories/dachfenster-rollo/",
    "company": "Dachfenster Rollo",
    "page_type": "category page",
    "industry_domain": "Home & Living",
    "web_mobile": "web",
    "ui_change": {
      "Dropdown": [
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The button of the second variant is visually similar in shape and color, making users recognize it as a related option to choose.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The button of the second variant is grouped together to form a clear visual boundary, helping users understand that they are all brand selection options.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The buttons of the second variant are placed close together, allowing users to quickly identify and select their preferred brand without unnecessary clicks.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The unique green button of the second variant stands out more than the original dropdown list, drawing the user's attention to the selectable options.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The buttons of the second variant are large and placed closely, making them easy to click and enhancing user interaction efficiency.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 128,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2ab_testing_v1.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/1ab_testing_control.png",
    "source": "https://vwo.com/success-stories/dachfenster-rollo/",
    "company": "Dachfenster Rollo",
    "page_type": "category page",
    "industry_domain": "Home & Living",
    "web_mobile": "web",
    "ui_change": {
      "Dropdown": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By organizing buttons in a list format, it creates clear boundaries that visually integrate brand options, enhancing users' perception of their choices.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "By placing buttons close together, it allows users to quickly identify and compare brands within the same group.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The buttons are large and distinct in shape, making them easy to click, thus reducing the time and effort needed to make a selection.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 129,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/2variant.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/1control.png",
    "source": "https://vwo.com/success-stories/meddelandelan-sverige/",
    "company": "Meddelandelån Sverige AB",
    "page_type": "homepage",
    "industry_domain": "Finance & Banking",
    "web_mobile": "web",
    "ui_change": {
      "Image": [
        "Presence"
      ],
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The transformation simplifies user experience by removing complex image sliders, allowing users to focus on the CTA.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The modified version emphasized only the necessary action areas, increasing the CTA conversion rate.",
        "law": {
          "name": "Pareto Principle",
          "type": "Action"
        }
      },
      {
        "reason": "The modified version highlighted only the sliders and buttons that needed emphasis, reducing users' cognitive load.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 130,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/01/2mediarich-winner-1.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/1mediarich-original-1.jpg",
    "source": "https://vwo.com/success-stories/medienreich/",
    "company": "Medienreich Training",
    "page_type": "homepage",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Tile": [
        "Layout",
        "Text Content",
        "Image"
      ]
    },
    "rationale": [
      {
        "reason": "The transformation simplifies the presentation of educational options by showing 8 best-selling courses instead of 3 broad categories, reducing the user’s cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By grouping 8 courses together, it enables users to easily recognize them as related options, enhancing their ability to quickly identify relevant education.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "By reducing the number of choices from 3 broad categories to 8 specific courses, the transformation decreases the complexity of decision-making, making user actions quicker.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The transformation meets user expectations by directly presenting popular courses, which is a familiar approach for users seeking educational options.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 131,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/CompareCourses-Variation_600x11781_2.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/CompareCourses-Control_600x1359_1.png",
    "source": "https://vwo.com/success-stories/compare-courses/",
    "company": "Compare Courses",
    "page_type": "landing page",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "The Send Enquiry form was moved to the right banner to simplify the layout and prevent cognitive overload for users.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By transforming the information input field to the right banner, the relationship among similar pieces of information became clearer, making it easier for users to perceive.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "By positioning the Send Enquiry form on the right, a sense of separation from other CTAs was created, making it easier for users to recognize the organization of necessary information.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 132,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/03/14_LKR-Variation.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/03/14_LKR-Control1.jpg",
    "source": "https://vwo.com/success-stories/laura-roeder/",
    "company": "LKR Social Media (now MeetEdgar)",
    "page_type": "landing page",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The new title is simpler and more direct, reducing the cognitive effort required for users to understand the message.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The new title stands out as a unique and personal statement, making it more memorable compared to the generic original title.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 133,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/01/2variation-bakker-1.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/1control-bakker-1.png",
    "source": "https://vwo.com/success-stories/bakker-hillegom/",
    "company": "Bakker Hillegom",
    "page_type": "homepage",
    "industry_domain": "Home & Living",
    "web_mobile": "web",
    "ui_change": {
      "Image": [
        "Presence",
        "Position"
      ],
      "Text": [
        "Text Content",
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The prominent placement of the banner makes it stand out compared to other elements on the page, making it memorable and increasing the click-through rate.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The banner is larger and positioned at the top, making it easy to click quickly and enhancing user interaction.",
        "law": {
          "name": "Serial Position Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 134,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/05/55_SlideShop_Variation.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/05/55_SlideShop_Control.png",
    "source": "https://vwo.com/success-stories/optimeria/",
    "company": "Optimeria",
    "page_type": "category page",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Sidebar": [
        "Presence",
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "The left navigation bar presents subcategories in a clear and organized manner, reducing cognitive effort for users and simplifying the navigation experience.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The left navigation bar organizes subcategories in a simple way, reducing the complexity of choices and shortening the decision time for users.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The left navigation bar aligns with users' expectations of navigation patterns, making it easier to adapt to new interfaces.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 135,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/47_WikiJob_Variation.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/47_WikiJob_Control.png",
    "source": "https://vwo.com/success-stories/wikijob/",
    "company": "WikiJob",
    "page_type": "landing page",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The distinctive presence of the testimonial stands out on the page and makes it more memorable compared to other elements, influencing purchase behavior.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 136,
    "win_url": "https://static.wingify.com/gcp/uploads/2019/01/3Kaya-Variation2.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2Kaya-Variation.jpg",
    "source": "https://vwo.com/success-stories/kaya-skin-clinic/",
    "company": "Kaya Skin Clinic",
    "page_type": "landing page",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "web",
    "ui_change": {
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The addition of Facebook likes stands out as a unique element, capturing attention and making it more memorable than the original version.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 137,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/aarlington-comparison.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/aarlington-comparison.png",
    "source": "https://vwo.com/success-stories/arlington/",
    "company": "Arlington Plastics Machinery",
    "page_type": "listing page",
    "industry_domain": "Manufacturing & Logistics",
    "web_mobile": "web",
    "ui_change": {
      "Link": [
        "Presence"
      ],
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The original version can overwhelm users by presenting too many options and categories. The revised version simplifies choices by focusing on the most popular subcategories.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The revised version emphasizes the 5 most popular subcategories, aligning with the principle that focusing on a few influential factors can yield greater results.",
        "law": {
          "name": "Pareto Principle",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 138,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2ab_testing_variation.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/1get-a-demo1.jpg",
    "source": "https://vwo.com/success-stories/corcentric/",
    "company": "Corcentric",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The word \"free\" makes the CTA button stand out more than the original text, attracting more attention and increasing the likelihood of clicks.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 139,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/09/test-1.2.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/09/test-1.1.png",
    "source": "https://vwo.com/success-stories/grene/",
    "company": "GRENE",
    "page_type": "listing page",
    "industry_domain": "Manufacturing & Logistics",
    "web_mobile": "mobile",
    "ui_change": {
      "Card": [
        "Size"
      ]
    },
    "rationale": [
      {
        "reason": "By reducing the space each product box occupies and simplifying the layout, it allows users to scan and find the desired products quickly.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Allowing for a more compact layout makes product boxes closer together and smaller, making it easier for users to click.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 140,
    "win_url": "https://static.wingify.com/gcp/uploads/2019/09/test-2.2.png",
    "lose_url": "https://static.wingify.com/gcp/uploads/2019/09/test-2.1.png",
    "source": "https://vwo.com/success-stories/grene/",
    "company": "GRENE",
    "page_type": "listing page",
    "industry_domain": "Manufacturing & Logistics",
    "web_mobile": "web",
    "ui_change": {
      "Icon": [
        "Color"
      ],
      "Text": [
        "Font Size"
      ]
    },
    "rationale": [
      {
        "reason": "The unique green in the right version stands out compared to other elements, making it easy to remember and effectively capturing the user's attention.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 141,
    "win_url": "https://static.wingify.com/gcp/uploads/2019/09/test-3.2.png",
    "lose_url": "https://static.wingify.com/gcp/uploads/2019/09/test-3.1.png",
    "source": "https://vwo.com/success-stories/grene/",
    "company": "GRENE",
    "page_type": "checkout page",
    "industry_domain": "Manufacturing & Logistics",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Position",
        "Size"
      ]
    },
    "rationale": [
      {
        "reason": "The large size of the purchase button and its placement at the top of the mini cart make it easy and quick for users to click, thereby enhancing usability.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 142,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/03/11_Product-Image-Variation2.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/03/11_Product-Image-Control.png",
    "source": "https://vwo.com/success-stories/optimics/",
    "company": "Mall.cz",
    "page_type": "listing page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Image": [
        "Size"
      ],
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The larger product image simplifies visual representation, allowing users to quickly grasp the product's features without cognitive overload.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "As the size of the product image increases, it becomes easier to click, reducing the time and effort needed for interaction.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "Using larger images aligns with what users expect from modern e-commerce sites and generally features prominent visual elements, reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 143,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2020/02/Article_Blue_Links.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2020/02/Article_Red_Links.jpg",
    "source": "https://vwo.com/success-stories/britannica/",
    "company": "Encyclopedia Britannica",
    "page_type": "homepage",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Link": [
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The consistent use of blue for links meets users' expectations, and blue is commonly associated with hyperlinks, making it easier for users to group and recognize them as interactive elements.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
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    "win_url": "https://static.wingify.com/gcp/uploads/2020/02/Article_Blue_Links.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2020/02/Britannica_Subscribe_Copy_2.jpg",
    "source": "https://vwo.com/success-stories/britannica/",
    "company": "Encyclopedia Britannica",
    "page_type": "homepage",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The modified button aligns with common CTA practices seen on other platforms, making it easier for users to understand and interact.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 145,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/2variation_drop_down_search_box1.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/1control_standard_search_box.jpg",
    "source": "https://vwo.com/success-stories/casa-mineira/",
    "company": "Casa Mineira",
    "page_type": "homepage",
    "industry_domain": "Home & Living",
    "web_mobile": "web",
    "ui_change": {
      "Dropdown": [
        "Presence"
      ],
      "Input Field": [
        "Count",
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "Providing predefined options reduces the complexity of choices, shortens decision time, and enhances user experience.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "Placing two dropdown menus close together visually groups related elements, helping users quickly identify search criteria.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 146,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/43_Trinity-Insight_Taylor-Gifts_Variation.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/43_Trinity-Insight_Taylor-Gifts_Control.png",
    "source": "https://vwo.com/success-stories/trinity-insights/",
    "company": "Trinity Insight",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Position"
      ],
      "Card": [
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "Transformation simplifies the layout and reduces users' cognitive effort by grouping purchase-related information together.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "Purchase-related information is located near the \"Add to Cart\" button, making it easier for users to associate the information with the action.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 147,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/01/8.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/1-3.jpg",
    "source": "https://vwo.com/success-stories/tinkoff-bank/",
    "company": "Tinkoff Bank",
    "page_type": "landing page",
    "industry_domain": "Finance & Banking",
    "web_mobile": "web",
    "ui_change": {
      "Progress Bar": [
        "Presence",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The unique yellow section divider in the right version highlights the Contact Info input area.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 148,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/01/10.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/1-3.jpg",
    "source": "https://vwo.com/success-stories/tinkoff-bank/",
    "company": "Tinkoff Bank",
    "page_type": "landing page",
    "industry_domain": "Finance & Banking",
    "web_mobile": "web",
    "ui_change": {
      "Progress Bar": [
        "Presence",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The green progress bar helps users understand the progress of their application, reducing cognitive effort and making it easy to interpret the current status.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 149,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/01/10.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/10.jpg",
    "source": "https://vwo.com/success-stories/tinkoff-bank/",
    "company": "Tinkoff Bank",
    "page_type": "landing page",
    "industry_domain": "Finance & Banking",
    "web_mobile": "web",
    "ui_change": {
      "Progress Bar": [
        "Color",
        "Size"
      ]
    },
    "rationale": [
      {
        "reason": "The green progress bar stands out more than the yellow and black combination, attracting the user's attention and making it easier to remember their progress.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 150,
    "win_url": "https://static.wingify.com/gcp//uploads/2024/10/Case-Study.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2024/10/Case-Study.png",
    "source": "https://vwo.com/success-stories/tatvic/",
    "company": "Tatvic",
    "page_type": "search page",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "mobile",
    "ui_change": {
      "Text": [
        "Presence",
        "Text Content"
      ],
      "Card": [
        "Presence",
        "Position"
      ],
      "Input Field": [
        "Position"
      ],
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "By placing the mobile number input field at the beginning of the form, users are more likely to remember this item well because it is the first item they encounter, increasing the likelihood of completing this task.",
        "law": {
          "name": "Serial Position Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 151,
    "win_url": "https://static.wingify.com/gcp//uploads/2024/10/Case-Study-1.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2024/10/Case-Study-1.png",
    "source": "https://vwo.com/success-stories/tatvic/",
    "company": "Tatvic",
    "page_type": "landing page",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "mobile",
    "ui_change": {
      "Button": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The addition of the \"Get a Quick Quote\" button in the right version stands out, is memorable, and draws attention to the action the user should take.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "By relocating the \"Get a Quick Quote\" button to a more accessible position, the likelihood of the user clicking increases, and now the button is larger and closer to the user's interaction path.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 152,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2022/11/Media-contour-lifepro-fitness-3.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2022/11/Media-contour-lifepro-fitness-3.png",
    "source": "https://vwo.com/success-stories/media-contour/",
    "company": "Media Contour",
    "page_type": "product/service detail page",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Presence",
        "Position"
      ],
      "Text": [
        "Presence"
      ],
      "Image": [
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "The correct version simplifies the layout by moving important information and the CTA above the fold, thus reducing the cognitive effort required for users to find the information they need.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The correct version groups related elements (product images, descriptions, and CTAs) closer together to make it easier for users to recognize them as an integrated set of information.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The correct version simplifies the user's decision-making process by reducing the number of choices by removing the additional purchase option buttons.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The correct version enhances user interaction speed by prominently placing the Buy Now button and increasing its size for better accessibility.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 153,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/variation.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/control.png",
    "source": "https://vwo.com/success-stories/underwater-audio-revenue/",
    "company": "Underwater Audio",
    "page_type": "product/service detail page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Table": [
        "Layout",
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "Consistent fonts and layouts across the redesigned page help users recognize related elements, enhancing their understanding of the product offerings.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 154,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/09/payu-casestudy-2-1.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/09/payu-casestudy-1-1.png",
    "source": "https://vwo.com/success-stories/payu/",
    "company": "PayU",
    "page_type": "checkout page",
    "industry_domain": "Finance & Banking",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Presence",
        "Count"
      ]
    },
    "rationale": [
      {
        "reason": "By removing the email address field, the modification reduces the necessary input number, simplifying the user's decision-making process. This makes completing the checkout process faster.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The original version required users to remember and input two pieces of information (email and phone number), which could exceed cognitive load for some users. The modification simplifies this to one, making it easier to handle.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 155,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/06/Variation.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/06/Control.png",
    "source": "https://vwo.com/success-stories/ben-nl/",
    "company": "Ben",
    "page_type": "product/service detail page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Tile": [
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "A new arrangement of the color palette that helps users understand the functionality reduces cognitive effort.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "A distinct change in the position of the color palette makes it more prominent, grabbing attention and making it easier for users to remember the function.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 156,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/03/12_Flying_Scot_Attacat-variation.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/03/12_Flying_Scot_Attacat-control.jpg",
    "source": "https://vwo.com/success-stories/flying-scot/",
    "company": "Flying Scot Parking",
    "page_type": "checkout page",
    "industry_domain": "Travel & Hospitality",
    "web_mobile": "web",
    "ui_change": {
      "Card": [
        "Presence",
        "Color"
      ],
      "Input Field": [
        "Text Content"
      ],
      "Button": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The modified version simplifies the form by removing unnecessary fields, making it easier for users to understand and complete the task.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By reducing the number of form fields, the modified version decreases the complexity of choices, leading to faster decision-making and actions from users.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The larger size of the back and continue buttons makes them easier to click, improving user interaction and navigation.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 157,
    "win_url": "https://static.wingify.com/gcp//uploads/2023/03/Trent-Drains-Case-study-4.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2023/03/Trent-Drains-Case-study-4.png",
    "source": "https://vwo.com/success-stories/digital-nrg/",
    "company": "Digital NRG",
    "page_type": "landing page",
    "industry_domain": "IT & Software",
    "web_mobile": "mobile",
    "ui_change": {
      "Text": [
        "Presence"
      ],
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The modified version simplifies the message by removing the title within the contact form, making it easier for users to understand the action they need to take.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The modified version places the contact form at the top of the screen, making it larger and more accessible, thus reducing the time needed for users to reach it.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 158,
    "win_url": "https://static.wingify.com/gcp//uploads/2023/03/Trent-Drains-Case-study-4.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2023/03/Trent-Drains-Case-study-4.png",
    "source": "https://vwo.com/success-stories/digital-nrg/",
    "company": "Digital NRG",
    "page_type": "landing page",
    "industry_domain": "IT & Software",
    "web_mobile": "mobile",
    "ui_change": {
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The addition of the phone number in the modified version stands out as a unique element, attracting attention and making it easier for users to remember.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The phone number in the modified version is larger and more accessible, allowing users to contact quickly.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 159,
    "win_url": "https://static.wingify.com/gcp//uploads/2023/03/Trent-Drains-Case-study-4.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2023/03/Trent-Drains-Case-study-4.png",
    "source": "https://vwo.com/success-stories/digital-nrg/",
    "company": "Digital NRG",
    "page_type": "landing page",
    "industry_domain": "IT & Software",
    "web_mobile": "mobile",
    "ui_change": {
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The color of the contact is expressed prominently to help users recognize it better.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 160,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/02/Vineyard-Variation2.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/02/Vineyard-Control_1.jpg",
    "source": "https://vwo.com/success-stories/the-vineyard/",
    "company": "The Vineyard",
    "page_type": "homepage",
    "industry_domain": "Travel & Hospitality",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The unique placement and visibility of the new CTA button make it stand out, making it more memorable compared to the original less conspicuous CTA.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The larger size and prominent placement of the new CTA button make it easy for users to click quickly and accurately.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 161,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/variation1-1.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/control1.jpg",
    "source": "https://vwo.com/success-stories/movexa/",
    "company": "Vitamin Boat Corporation (Movexa)",
    "page_type": "landing page",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The addition of the word \"supplement\" simplifies product understanding and reduces cognitive effort for the user.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The uniqueness of the word \"supplement\" in the title makes it more memorable compared to the original title.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "Changes in the title focus on key elements that significantly impact user understanding and purchasing behavior, greatly increasing sales.",
        "law": {
          "name": "Pareto Principle",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 162,
    "win_url": "https://static.wingify.com/gcp/uploads/2019/11/P03.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/11/P01.png",
    "source": "https://vwo.com/success-stories/panduro/",
    "company": "Panduro",
    "page_type": "listing page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The new button text aligns better with user expectations for purchasing behavior, is more descriptive and familiar to users, reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The new button text is larger and more distinct, making it easier for users to click quickly and accurately.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 163,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/12/Group-2-Copy.png",
    "lose_url": "https://static.wingify.com/gcp/uploads/2019/11/P03.png",
    "source": "https://vwo.com/success-stories/panduro/",
    "company": "Panduro",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "mobile",
    "ui_change": {
      "Text": [
        "Font Size",
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "When the price is placed below the description in the right version, related information is positioned closer together, thus enhancing the perceived relationship between the product description and the price.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "By adding a product description in the right version, it provides users with more context and motivation to complete the action of adding the product to the cart.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 164,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/12/imb-bank-success-story-vwo.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/12/imb-bank-success-story-vwo.png",
    "source": "https://vwo.com/success-stories/imb-bank/",
    "company": "IMB Bank",
    "page_type": "onboarding page",
    "industry_domain": "Finance & Banking",
    "web_mobile": "web",
    "ui_change": {
      "Icon": [
        "Presence"
      ],
      "Text": [
        "Presence",
        "Text Content"
      ],
      "Button": [
        "Size",
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "The estimated time required to complete each step acts as a progress indicator, motivating users to continue filling out the form as they perceive themselves getting closer to completion.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 165,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/Imsider-variation.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/Imsider-control.jpg",
    "source": "https://vwo.com/success-stories/imsider/",
    "company": "Imsider",
    "page_type": "landing page",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The new title simplifies the message, allowing users to quickly understand the value proposition.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The promise to complete the task in a short time motivates users to take action and makes them feel closer to their goal of starting the online store.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 166,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2023/12/Critiquejeu.info-case-study-1-scaled.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2023/12/Critiquejeu.info-case-study-1-scaled.jpg",
    "source": "https://vwo.com/success-stories/critique-jeu/",
    "company": "Critique Jeu",
    "page_type": "homepage",
    "industry_domain": "Entertainment & Media",
    "web_mobile": "web",
    "ui_change": {
      "Link": [
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The blue color of the anchor text stands out more than red, making it more memorable and leading to more clicks.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The use of hyperlinks with blue underlines is a familiar convention for users, making it easier to recognize and interact with links.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
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    "index": 167,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2020/06/Safety-Gear-Pro-Control-Variation-Test-1.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2020/06/Test-1-control.png",
    "source": "https://vwo.com/success-stories/safety-gear-pro/",
    "company": "Safety Gear Pro",
    "page_type": "homepage",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Presence"
      ],
      "Image": [
        "Image"
      ],
      "Text": [
        "Text Content",
        "Font Size"
      ]
    },
    "rationale": [
      {
        "reason": "The hero banner featuring users with the product stands out, grabs attention, and is more memorable compared to the original layout.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The call-to-action button is larger and more prominent in the right version, making it easier for users to click quickly.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 168,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2020/06/Safety-Gear-2.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2020/06/Safety-Gear-2.png",
    "source": "https://vwo.com/success-stories/safety-gear-pro/",
    "company": "Safety Gear Pro",
    "page_type": "homepage",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "mobile",
    "ui_change": {
      "Dropdown": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By providing categories, it allows for easier interaction, enabling quicker access to search functions.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 169,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/02/2empire-flippers-test-variation-1024x487.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/02/1empire-flippers-test-control-1024x484.png",
    "source": "https://vwo.com/success-stories/empire-flippers/",
    "company": "Empire Flippers",
    "page_type": "homepage",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content",
        "Size"
      ]
    },
    "rationale": [
      {
        "reason": "The new CTA text \"Make Money-Flipping Websites\" stands out and captures attention more than the original \"Join Us.\"",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
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    "index": 170,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/08/teamleader-casestudy-2.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/08/teamleader-casestudy-1.png",
    "source": "https://vwo.com/success-stories/teamleader/",
    "company": "Teamleader",
    "page_type": "signup/login page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
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      "Button": [
        "Presence",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The unique \"No Credit Card Required\" button on the orange background stands out and attracts attention, making it more memorable compared to other elements on the page.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The size and placement of the button make it easy for users to click, and larger, well-placed elements are more accessible.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 171,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/08/teamleader-casestudy-2.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/08/teamleader-casestudy-4.png",
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    "company": "Teamleader",
    "page_type": "signup/login page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
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      "Button": [
        "Size"
      ],
      "Input Field": [
        "Position",
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The right version clearly distinguishes input fields and adds an asterisk to the mandatory fields, reducing the user's cognitive effort.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 172,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/08/teamleader-casestudy-5.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/08/teamleader-casestudy-2.png",
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    "company": "Teamleader",
    "page_type": "signup/login page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Position"
      ],
      "Text": [
        "Font Size",
        "Text Content"
      ],
      "Image": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The new design places the input fields in the right area to provide cognitive comfort.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "By placing the input fields on the right in the design, it becomes more accessible, making it easier for users to interact and reducing the time needed to complete the sign-up process.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
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    "index": 173,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/08/teamleader-casestudy-5.png",
    "lose_url": "https://static.wingify.com/gcp/uploads/2018/08/teamleader-casestudy-7.png",
    "source": "https://vwo.com/success-stories/teamleader/",
    "company": "Teamleader",
    "page_type": "signup/login page",
    "industry_domain": "IT & Software",
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      "Image": [
        "Presence"
      ],
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "A unique logo is more likely to stand out and be remembered by users than a text list.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The right version presents a clear and focused set of logos, reducing the complexity of choices and allowing users to make decisions quickly.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
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    "win_url": "https://static.wingify.com/gcp/uploads/2018/08/teamleader-casestudy-2.png",
    "lose_url": "https://static.wingify.com/gcp/uploads/2018/08/teamleader-casestudy-2.png",
    "source": "https://vwo.com/success-stories/teamleader/",
    "company": "Teamleader",
    "page_type": "signup/login page",
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    "web_mobile": "web",
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      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The uniqueness of the emoji draws attention and makes the form more memorable than the version without the emoji.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 175,
    "win_url": "https://static.wingify.com/gcp//uploads/2020/10/Test1-V@1x-1.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2020/10/Test1-C@1x.png",
    "source": "https://vwo.com/success-stories/contorion/",
    "company": "Contorion",
    "page_type": "landing page",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "web",
    "ui_change": {
      "Banner": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The blue sticky scroll banner contrasts with the rest of the page, making it more memorable and attracting attention to the promotional content.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The sticky scroll banner is positioned at the top of the page, making it easily accessible for users to click quickly without needing to scroll back.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
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  {
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    "lose_url": "https://static.wingify.com/gcp//uploads/2020/10/Test2@1x.png",
    "source": "https://vwo.com/success-stories/contorion/",
    "company": "Contorion",
    "page_type": "product/service detail page",
    "industry_domain": "Business Infrastructure & Services",
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    "ui_change": {
      "Card": [
        "Presence"
      ],
      "Tile": [
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "By placing recommended products closer to the main product, users can associate them with the main product more easily, increasing the likelihood of interaction.",
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          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The strategic placement of the product information expansion and the add to cart button makes it easier for users to click, and larger, more accessible elements can be reached faster.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 177,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/05/57_Vendio_Variation.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/05/57_Vendio_Control.png",
    "source": "https://vwo.com/success-stories/vendio/",
    "company": "Vendio",
    "page_type": "landing page",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Presence"
      ],
      "Button": [
        "Position"
      ],
      "Tile": [
        "Layout"
      ]
    },
    "rationale": [
      {
        "reason": "By reducing the number of choices (removing registration fields), it shortens decision time and makes it easier for users to take action.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The 'Sign up now' button has now become the primary focus, making it larger and more accessible, which promotes quick interactions.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
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  {
    "index": 178,
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    "lose_url": "https://static.wingify.com/gcp/uploads/2019/01/1ab_testing_control1.png",
    "source": "https://vwo.com/success-stories/drukwerkdeal/",
    "company": "Drukwerkdeal",
    "page_type": "product/service detail page",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "web",
    "ui_change": {
      "Tile": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The simplified page helps prevent cognitive overload by reducing the elements that users need to consider, enabling faster decision-making.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      }
    ]
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    "source": "https://vwo.com/success-stories/zalora/",
    "company": "Zalora",
    "page_type": "product/service detail page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "By changing the button text from 'Free' to 'Yes', the transformation maintains the consistency of the persuasive element, helping users associate the button with the proposal.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      }
    ]
  },
  {
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    "win_url": "https://static.wingify.com/gcp//uploads/2019/01/2aat-Challenger1.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/1Control-1.jpg",
    "source": "https://vwo.com/success-stories/arhus-theater/",
    "company": "Aarhus Teater",
    "page_type": "homepage",
    "industry_domain": "Entertainment & Media",
    "web_mobile": "web",
    "ui_change": {
      "Link": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "Changing the text from singular to plural makes the call to action more appealing and accessible, prompting users to click more easily.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
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    "lose_url": "https://static.wingify.com/gcp//uploads/2021/08/eastpak-filter-control-and-variation.png",
    "source": "https://vwo.com/success-stories/eastpak/",
    "company": "Eastpak",
    "page_type": "listing page",
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    "web_mobile": "mobile",
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      "Dropdown": [
        "Presence"
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    },
    "rationale": [
      {
        "reason": "Dropdown design allows for a larger clickable area, making it easier for users to quickly and accurately select their desired filter options.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
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    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/31_Springest_Eduhub_variation.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/31_Springest_Eduhub_control.png",
    "source": "https://vwo.com/success-stories/springest/",
    "company": "Springest",
    "page_type": "landing page",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
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        "Presence"
      ],
      "Image": [
        "Presence"
      ],
      "Input Field": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The transformation simplifies the form by removing the introduction text and logo, allowing the user to focus on essential elements without cognitive overload.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      }
    ]
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    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2021/09/Hubstaff-control.png",
    "source": "https://vwo.com/success-stories/hubstaff/",
    "company": "Hubstaff",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
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        "Color"
      ],
      "Background": [
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      "Text": [
        "Font Size",
        "Presence"
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    },
    "rationale": [
      {
        "reason": "By consistently using blue for the main CTA buttons, it creates a visual relationship that helps users understand that these buttons have similar purposes.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The word 'growing' highlighted in blue stands out, attracting attention and making it easier for users to remember it.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
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      }
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    "source": "https://vwo.com/success-stories/venuesphere/",
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    "page_type": "homepage",
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    "ui_change": {
      "Text": [
        "Text Content"
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    },
    "rationale": [
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        "reason": "The new subheadline \"Stop Right Now! Call us or fill out the form and we will do the hard work for you for free.\" stands out more and becomes more memorable and grabs attention compared to the original subheadline.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
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      }
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    "source": "https://vwo.com/success-stories/showpo/",
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    "page_type": "product/service detail page",
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      "Banner": [
        "Presence"
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    },
    "rationale": [
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        "reason": "The banner is placed within the defined area below the top banner, clearly indicating that it is part of the overall promotional message of the site.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
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      },
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        "reason": "The free shipping message is positioned close to the product information, guiding users to consider the offer while viewing the product, thereby increasing its relevance.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
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      },
      {
        "reason": "The unique 'free shipping' message stands out against other text, grabbing attention and making it more memorable for users.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
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      }
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    "page_type": "signup/login page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The unique and exclusive expression of the modified version stands out more than the original generic wording, effectively capturing the user's attention.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
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      }
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    "page_type": "signup/login page",
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    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "A modified version's unique and exclusive presentation stands out more than the original, making it more memorable and appealing to users.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
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      }
    ]
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    "source": "https://vwo.com/success-stories/showpo/",
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    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
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      "Text": [
        "Size"
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      "Icon": [
        "Position"
      ],
      "Button": [
        "Color"
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    },
    "rationale": [
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        "reason": "Changing the color of the 'Add to Wishlist' button to white to make it less prominent, allowing users to focus more on the purchasing options rather than distractions.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
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      }
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    "industry_domain": "Manufacturing & Logistics",
    "web_mobile": "web",
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      "Image": [
        "Image"
      ]
    },
    "rationale": [
      {
        "reason": "The image of the flight attendant creates a visual connection that aligns with the service provided and helps users associate the image with the service they are using.",
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          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The image of the flight attendant stands out more than typical stock photos, making it easier to remember and more likely to attract user attention.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
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      }
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    "web_mobile": "web",
    "ui_change": {
      "Image": [
        "Image"
      ]
    },
    "rationale": [
      {
        "reason": "The truck image is more related to the mobility service, creating a visual connection that aligns with user expectations.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The truck image stands out as a unique and relevant element compared to the previous stock photos, making it more memorable to users.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
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    "source": "https://vwo.com/success-stories/nuface/",
    "company": "NuFace",
    "page_type": "homepage",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence"
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    },
    "rationale": [
      {
        "reason": "The phrase \"free shipping\" stands out as a unique and attractive offer, capturing users' attention and making it easier to remember.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "By placing the \"free shipping\" message above the \"Shop NuFace\" button, a visual connection is created that encourages users to associate the purchase behavior with the incentive.",
        "law": {
          "name": "Law of Proximity",
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    "index": 192,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2PriceCharting-Variation-1.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/1PriceCharting-Control-1.png",
    "source": "https://vwo.com/success-stories/pricecharting/",
    "company": "PriceCharting",
    "page_type": "product/service detail page",
    "industry_domain": "Entertainment & Media",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content",
        "Position"
      ],
      "Text": [
        "Position",
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The change from \"Download\" to \"Price Guide\" simplifies user choices and reduces decision time by providing clearer and more specific actions.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "A button labeled \"Price Guide\" is more descriptive and relevant, making it easier for users to identify and click the target.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 193,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/01/2-2.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/1-2.jpg",
    "source": "https://vwo.com/success-stories/exacttarget/",
    "company": "ExactTarget",
    "page_type": "landing page",
    "industry_domain": "Entertainment & Media",
    "web_mobile": "web",
    "ui_change": {
      "Image": [
        "Image"
      ]
    },
    "rationale": [
      {
        "reason": "The image of the meeting is simpler and more intuitive in conveying the essence of the event, reducing cognitive effort for the user.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The image of the meeting stands out more and is more memorable than the image of the laptop, drawing attention to the event.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 194,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/09/2.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/09/1-1.png",
    "source": "https://vwo.com/success-stories/posist-restroworks/",
    "company": "Restroworks",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Text Content"
      ],
      "Image": [
        "Image"
      ],
      "Button": [
        "Presence",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The modified version simplifies the visual elements by changing the background image to one without people, allowing users to focus more on the content.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By adding a distinct demo button to the background, it stands out and attracts attention, increasing the likelihood of user interaction.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "In the modified version, the demo button is larger and easier to access, making it easier for users to click quickly.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 195,
    "win_url": "https://static.wingify.com/gcp/uploads/2018/09/posist-casestudy-4.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/09/2.png",
    "source": "https://vwo.com/success-stories/posist-restroworks/",
    "company": "Restroworks",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence"
      ],
      "Image": [
        "Image"
      ]
    },
    "rationale": [
      {
        "reason": "By adding a unique reason for service selection, this information becomes prominent, capturing attention and making it more memorable than the original version.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "By removing input fields and focusing on the main reasons, the revised version reduces the number and complexity of choices, helping users make quicker decisions.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The changes made in the revised version align with general expectations of web design, making it easier for users to navigate and understand the interface.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 196,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/26_Device-Magic_Variation_home_page.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/26_Device-Magic_control_home_page.png",
    "source": "https://vwo.com/success-stories/device-magic/",
    "company": "Device Magic",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Image": [
        "Presence"
      ],
      "Video": [
        "Presence"
      ],
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The image slider presents information in a simpler and more digestible format compared to video, reducing the user's cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The image slider likely leads to quicker decision-making by providing fewer distractions and simpler choices compared to the overwhelming nature of video.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "Users may find the image slider more familiar and easier to navigate as it matches established patterns of content representation they have encountered before.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 197,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/77obj.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/77sol.png",
    "source": "https://vwo.com/success-stories/freestylextreme/",
    "company": "FreestyleXtreme",
    "page_type": "product/service detail page",
    "industry_domain": "Sports & Outdoors",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence",
        "Text Content",
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "By offering a well-structured explanation with just the right amount of information, the design made the product easier to understand without overwhelming users.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 198,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/51_Optimeria_Variation.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/51_Optimeria_Control.png",
    "source": "https://vwo.com/success-stories/slideshop/",
    "company": "Optimeria",
    "page_type": "checkout page",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Text Content"
      ],
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "Clearly explaining the purpose of the email input field simplifies the checkout process and reduces the user's cognitive effort.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "Placing major concerns and reassurance elements close to the call-to-action button helps users quickly identify the relationship between their concerns and the next step in the checkout process.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "Providing clear reassurance elements and progress indicators makes users feel closer to completing their purchase, motivating them to finish the checkout process.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 199,
    "win_url": "https://static.wingify.com/gcp//uploads/2024/01/MIC-Variation.jpeg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2024/01/MIC-Control.jpeg",
    "source": "https://vwo.com/success-stories/melbourne-innovation-centre/",
    "company": "Melbourne Innovation Centre",
    "page_type": "homepage",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Text Content"
      ],
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "Simplifying messages to a more direct H1 title allows users to quickly understand the value proposition.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The button text \"Apply now\" stands out more than \"Get started,\" making it more memorable and attracting user attention.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The button \"Apply now\" signifies a more specific user action than \"Get started,\" which can increase engagement rates.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 200,
    "win_url": "https://static.wingify.com/gcp/uploads/2019/09/Screen-Shot-2019-09-10-at-12.07.02-PM.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/09/Screen-Shot-2019-09-10-at-12.07.08-PM.png",
    "source": "https://vwo.com/success-stories/best-choice-products/",
    "company": "Best Choice Products",
    "page_type": "search page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "mobile",
    "ui_change": {
      "Input Field": [
        "Presence",
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "A larger and more distinctive search bar stands out compared to other elements on the page, making it easier for visitors to remember and more likely to use.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "As the size of the search bar increases, it becomes easier for users to click quickly, improving accessibility and reducing the time needed to start a search.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 201,
    "win_url": "https://static.wingify.com/gcp//uploads/2024/09/Car-insurance-paid-campaign-page-Case-Study.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2024/09/Car-insurance-paid-campaign-page-Case-Study.png",
    "source": "https://vwo.com/success-stories/performics-hdfc-ergo/",
    "company": "Performics India",
    "page_type": "landing page",
    "industry_domain": "Finance & Banking",
    "web_mobile": "mobile",
    "ui_change": {
      "Image": [
        "Presence"
      ],
      "Text": [
        "Text Content"
      ],
      "Input Field": [
        "Text Content"
      ],
      "Button": [
        "Text Content",
        "Size"
      ]
    },
    "rationale": [
      {
        "reason": "The modified CTA and hero banner create a consistent visual theme that helps users associate these elements with the action of getting a quote.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The addition of the hero banner visually groups the main elements of the page, making it easier for users to recognize them as part of the same context.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "A unique and attractive hero banner stands out and captures attention, making it more memorable than the original version.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 202,
    "win_url": "https://static.wingify.com/gcp//uploads/2024/09/Health-insurance-paid-campaign-page-Case-Study.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2024/09/Health-insurance-paid-campaign-page-Case-Study.png",
    "source": "https://vwo.com/success-stories/performics-hdfc-ergo/",
    "company": "Performics India",
    "page_type": "signup/login page",
    "industry_domain": "Finance & Banking",
    "web_mobile": "mobile",
    "ui_change": {
      "Button": [
        "Text Content"
      ],
      "Image": [
        "Presence"
      ],
      "Input Field": [
        "Position",
        "Text Content"
      ],
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The revised version simplifies the value proposition with clear and concise wording, reducing the user's cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The new top banner and hero image create a unified visual area that attracts attention and enhances the relationship between elements on the page.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The unique and appealing hero image in the revised version stands out, capturing user attention more effectively than the original.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The simplified lead form in the revised version reduces the number of fields, making it easier for users to make decisions without feeling overwhelmed.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 203,
    "win_url": "https://static.wingify.com/gcp//uploads/2024/09/Car-insurance-SEO-page-Case-Study.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2024/09/Car-insurance-SEO-page-Case-Study.png",
    "source": "https://vwo.com/success-stories/performics-hdfc-ergo/",
    "company": "Performics India",
    "page_type": "landing page",
    "industry_domain": "Finance & Banking",
    "web_mobile": "mobile",
    "ui_change": {
      "Text": [
        "Text Content"
      ],
      "Button": [
        "Text Content",
        "Color"
      ],
      "Image": [
        "Presence"
      ],
      "Input Field": [
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The correct version simplifies the value proposition with clear and concise headlines, reducing the cognitive effort needed for users to understand the proposal.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Grouping the elements for vehicle number registration visually separates them from other elements, helping users recognize that these elements are related functions.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "Including the keyword 'free' in the CTA makes it more noticeable, attracting attention and increasing user engagement.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The correct version improves the size and visibility of the CTA button, making it easier for users to click quickly.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 204,
    "win_url": "https://static.wingify.com/gcp//uploads/2024/09/Health-insurance-SEO-page-Case-Study.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2024/09/Health-insurance-SEO-page-Case-Study.png",
    "source": "https://vwo.com/success-stories/performics-hdfc-ergo/",
    "company": "Performics India",
    "page_type": "landing page",
    "industry_domain": "Finance & Banking",
    "web_mobile": "mobile",
    "ui_change": {
      "Image": [
        "Position"
      ],
      "Button": [
        "Presence"
      ],
      "Input Field": [
        "Presence"
      ],
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "Simplifying the message into a clear and concise value proposition reduces the user's cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Characterized by a unique and appealing CTA button, it stands out and makes it easier for users to remember.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "There are larger and more accessible CTA buttons that make it easier for users to click quickly.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "By adding images to the hero banner, a visual group integrated with the CTA is created, enhancing overall appeal.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "Arranging the number of tasks users need to perform in a way that is easy to comprehend boosts user engagement motivation and speed.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 205,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2022/01/Variation-view-1.jpg",
    "lose_url": "https://static.wingify.com/gcp/uploads/2022/01/Variation-view-2.jpg",
    "source": "https://vwo.com/success-stories/noble-studios/",
    "company": "Noble Studios",
    "page_type": "signup/login page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Card": [
        "Presence"
      ],
      "Input Field": [
        "Presence"
      ],
      "Button": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The correct version groups the signup form within the same widget, creating a unified area that users can easily recognize as related to the newsletter.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The correct version places the signup form within a fixed widget that is easily accessible, allowing users to interact more quickly.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The correct version follows existing patterns by keeping the signup form within a familiar widget format, reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 206,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2Variation-2-Winner.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/1Control-new.jpg",
    "source": "https://vwo.com/success-stories/adt/",
    "company": "ADT",
    "page_type": "landing page",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The phrase “Get a free estimate” is simpler and more direct than “Schedule a free investigation,” reducing the cognitive effort for the user.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The term “estimate” is more familiar and aligns with common industry terminology, making it easier for users to understand and engage with the CTA.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 207,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/01/2Variation21.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/1Overtoom-Control1.png",
    "source": "https://vwo.com/success-stories/overtoom/",
    "company": "Overtoom",
    "page_type": "product/service detail page",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "web",
    "ui_change": {
      "Icon": [
        "Presence"
      ],
      "Text": [
        "Presence"
      ],
      "Image": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By placing the additional information (star ratings, free shipping, payment options) close to the \"Add to Cart\" button, a visual group is formed that encourages users to consider these elements as part of their purchase decision.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The distinct elements of star ratings and the word \"free\" stand out, grabbing attention and making it more memorable compared to the original layout.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The modifications align with common e-commerce practices (star ratings, free shipping, various payment options) that users are already familiar with, reducing cognitive load and enhancing usability.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 208,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/Challenger1.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/VWO_case_control.jpg",
    "source": "https://vwo.com/success-stories/zwitserleven/",
    "company": "Zwitserleven",
    "page_type": "landing page",
    "industry_domain": "Finance & Banking",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The modified CTA text \"Meer Informatie\" (more information) is simpler and more direct than \"Ga Verder\" (go further), reducing the cognitive effort needed for users to understand the action they should take.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The shift from ambiguous prompts to specific action prompts reduces the complexity of choices presented to the user, making it easier to decide to click.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 209,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/84sol.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/84obj.jpg",
    "source": "https://vwo.com/success-stories/underwater-audio/",
    "company": "Underwater Audio",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Position"
      ],
      "Card": [
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "The transformation simplifies the visual hierarchy, allowing users to clearly guide from the product title to testimonials and then to the CTA, which reduces cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By placing the CTA button closer to the testimonials, the association between the two is strengthened, making it easier for users to connect the credibility of the testimonials with the actions they should take.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "By placing the CTA button behind the testimonials, users feel a sense of progress towards completing their purchase, thus motivating them to take action.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 210,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/01/2variation1-1.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/1control1-1.png",
    "source": "https://vwo.com/success-stories/greybox/",
    "company": "GreyBox Technologies",
    "page_type": "product/service detail page",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The change to \"Buy Now\" simplifies the action by making the desired behavior easier for the user to understand and reduces cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The new CTA \"Buy Now\" aligns with common e-commerce practices, making it more familiar to users and reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 211,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/29_AwayFind_homepage_Variation.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/29_AwayFind_homepage_Control.png",
    "source": "https://vwo.com/success-stories/awayfind/",
    "company": "AwayFind",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "A concise copy reduces cognitive load, allowing users to quickly grasp the main message.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 212,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/01/1Comparison-1024x566.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/1Comparison-1024x566.jpg",
    "source": "https://vwo.com/success-stories/white-card-courses/",
    "company": "White Card Courses",
    "page_type": "homepage",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content",
        "Color"
      ],
      "Text": [
        "Color"
      ],
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The transformation presents the CTA as \"Get Started Now,\" simplifying the user experience and reducing cognitive effort compared to \"Buy Now.\"",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By adding a guarantee badge icon beneath the key visual, it becomes a standout element that attracts attention and enhances trust.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The change in text and background color of the CTA button makes it visually distinct, allowing users to recognize it more easily and click it quickly.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The transformation helps users distinguish between elements by using different colors for the CTA and subtitle, aiding in the understanding of each element's unique purpose.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The guarantee badge is placed in a distinct area beneath the hero image, forming visual groupings and enhancing visibility and perceived importance.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 213,
    "win_url": "https://static.wingify.com/gcp/uploads/2019/01/treasure-4.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/Treasure-1.jpeg",
    "source": "https://vwo.com/success-stories/runescape/",
    "company": "Jagex",
    "page_type": "pricing page",
    "industry_domain": "Entertainment & Media",
    "web_mobile": "web",
    "ui_change": {
      "Tile": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The transformation presents the treasure chest package in a clear and organized way, simplifying the decision-making process and reducing the user's cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The new section groups the treasure chest package together, allowing users to easily recognize it as a related option, thereby enhancing their understanding of the choices.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "By providing four distinct options, the transformation enables users to make faster decisions compared to the original page, which could lead to passive user engagement due to lack of information.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The addition of the treasure chest package focuses on the most influential features that drive purchases, significantly increasing the conversion rate.",
        "law": {
          "name": "Pareto Principle",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 214,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/03/4_Corgi_Variation.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/03/4_Corgi_Original_Home_Page.jpg",
    "source": "https://vwo.com/success-stories/worship-digital/",
    "company": "CORGI HomePlan",
    "page_type": "homepage",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "web",
    "ui_change": {
      "Navigation": [
        "Color"
      ],
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By adding product-related points below the header, the information provided to the user is simplified, making it easy to quickly understand the main features.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The new USP bar creates a distinct area that groups the main selling points together, making it more noticeable and recognized as an integrated message.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 215,
    "win_url": "https://static.wingify.com/gcp//uploads/2023/10/SelectHub-case-study-2-scaled.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2023/10/SelectHub-case-study-2-scaled.jpg",
    "source": "https://vwo.com/success-stories/selecthub/",
    "company": "SelectHub",
    "page_type": "product/service detail page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Color"
      ],
      "Navigation": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The new navigation system simplifies the content layout through section-specific tabs, making it easy for users to quickly scan and understand information.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The contrasting colors of the two CTA buttons help users differentiate actions, clearly indicating that each button serves a different purpose.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "Section-specific tabs create distinct areas for different types of information, helping users perceive the content as organized and related.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 216,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/01/3Challenger.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/1FiestPunt-Original.jpg",
    "source": "https://vwo.com/success-stories/fietspunt/",
    "company": "Fietspunt",
    "page_type": "product/service detail page",
    "industry_domain": "Sports & Outdoors",
    "web_mobile": "web",
    "ui_change": {
      "Card": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The TrustPilot widget is placed within a defined area of the page, creating visual boundaries that help users perceive it as an integrated element related to the product.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The TrustPilot widget is placed near product details, allowing users to quickly associate specific products with their reviews.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The TrustPilot widget stands out as a unique element on the page, drawing attention compared to other elements and making it more memorable.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "Users are accustomed to seeing customer reviews on e-commerce sites, so the addition of the TrustPilot widget meets their expectations and reduces cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 217,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2v1.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/1original.jpg",
    "source": "https://vwo.com/success-stories/czc/",
    "company": "Manna Natural Cosmetics",
    "page_type": "product/service detail page",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "web",
    "ui_change": {
      "Image": [
        "Presence"
      ],
      "Card": [
        "Position"
      ],
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The payment icon and product certification are clearly presented to simplify the decision-making process and reduce cognitive effort for the user.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The payment icon and product testing certification are placed near the add to cart button, making them feel like an integrated group and increasing their relevance to the purchase decision.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "It meets user expectations by including familiar payment icons and certification logos that users recognize from other online shopping experiences.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 218,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2v1.jpg",
    "lose_url": "https://static.wingify.com/gcp/uploads/2019/01/3v2.png",
    "source": "https://vwo.com/success-stories/czc/",
    "company": "Manna Natural Cosmetics",
    "page_type": "product/service detail page",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "web",
    "ui_change": {
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "To reduce the cognitive effort required for users to understand the information, the payment icons and product certifications are presented clearly and in an organized manner.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The payment icons and product certifications in Variation 1 are placed within a distinct banner, creating a unified visual group that draws attention.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "In Variation 1, the payment icon is positioned close to the add to cart button, helping users associate the payment options with the purchase action.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 219,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/04/34_Consolidated_Label_Variation.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/04/34_Consolidated_Label_Control.png",
    "source": "https://vwo.com/success-stories/consolidated-label/",
    "company": "Consolidated Label",
    "page_type": "product/service detail page",
    "industry_domain": "Manufacturing & Logistics",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The addition of the \"Instant Online Quote\" button becomes a unique element on the page, attracting attention and making it more memorable compared to a design without the original CTA.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The prominent placement of the \"Instant Online Quote\" button makes it easy for users to click and is likely to be larger and more accessible than other elements on the page.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The introduction of familiar call-to-action buttons aligns with users' previous experiences with web interfaces, meeting their expectations and reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 220,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/23_SafeSoft_Variation.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/23_SafeSoft_Control.png",
    "source": "https://vwo.com/success-stories/safesoft/",
    "company": "SafeSoft Solutions",
    "page_type": "landing page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Icon": [
        "Presence",
        "Text Content"
      ],
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The unique green image with the price stands out among other elements on the page, attracting attention and making it more memorable for users.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The price is located next to the inquiry form, creating a visual relationship and prompting users to associate the price with their action of submitting their information.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 221,
    "win_url": "https://static.wingify.com/gcp//uploads/2022/08/Morningstar-Properties-case-study@2x-1.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2022/08/Morningstar-Properties-case-study@2x-1.png",
    "source": "https://vwo.com/success-stories/morningstar-properties/",
    "company": "Morningstar Properties",
    "page_type": "category page",
    "industry_domain": "Home & Living",
    "web_mobile": "mobile",
    "ui_change": {
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The phrase 'Inquire Now' is more direct than 'Contact Us', reducing the cognitive effort for the user.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The term 'Inquire Now' aligns with general user expectations for action-oriented language in CTAs, making it easier for users to understand the purpose.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "'Inquire Now' is a more engaging and actionable phrase, likely making the CTA more prominent and easier to click on mobile devices.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 222,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/46_Beamax_Variation_RedLink.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/46_Beamax_Control.png",
    "source": "https://vwo.com/success-stories/beamax/",
    "company": "Beamax",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Link": [
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The red link stands out more and is more memorable than the blue link, attracting more attention.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 223,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/46_Beamax_Variation_RedBanner.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/46_Beamax_Control.png",
    "source": "https://vwo.com/success-stories/beamax/",
    "company": "Beamax",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Link": [
        "Color",
        "Size"
      ]
    },
    "rationale": [
      {
        "reason": "The red link stands out more in memory and attracts more attention than the blue link.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 224,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/01/2Bionic-AB-Variation.jpeg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/1Bionic-AB-Control.jpeg",
    "source": "https://vwo.com/success-stories/bionic/",
    "company": "Bionic Gloves",
    "page_type": "checkout page",
    "industry_domain": "Sports & Outdoors",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The shopping cart page is simplified by removing the 'special offer' and 'gift card' code boxes, which reduces cognitive load and makes it easier for users to focus on completing their purchase.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By eliminating the discount code input field, the number of choice variables is reduced, resulting in fewer choices presented to the user, which in turn shortens decision time and makes the checkout process more efficient.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "Limiting the number of elements on the page helps users stay within their cognitive load capacity and prevents feelings of being overwhelmed.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The modified version aligns with user expectations for a streamlined checkout process, as many users are accustomed to a simpler cart design without unnecessary fields.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 225,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/02/66_2_Quran_Variation1.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/02/66_1_Control.jpg",
    "source": "https://vwo.com/success-stories/understandquran/",
    "company": "Understand Quran Academy",
    "page_type": "signup/login page",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The money-back guarantee and the uniquely and prominently displayed icons in the Apple App Store are more memorable compared to expressions with only the original text.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The icons are large and strategically placed, making them easier to click, and reducing the time required for users to reach these important elements.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 226,
    "win_url": "https://static.wingify.com/gcp//uploads/2023/11/GoodwillFinds-Case-Study-4-scaled.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2023/11/GoodwillFinds-Case-Study-4-scaled.jpg",
    "source": "https://vwo.com/success-stories/goodwillfinds/",
    "company": "GoodwillFinds",
    "page_type": "product/service detail page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence"
      ],
      "Tile": [
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "Thanks to the organized design, users can perceive and interpret information more simply, reducing cognitive effort and making it easier to find the 'Add-To-Bag' button.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By significantly reducing the product description section, we were able to focus more on the key button 'add to bag' and increased the visibility of the recommended product list by moving it further up.",
        "law": {
          "name": "Pareto Principle",
          "type": "Action"
        }
      },
      {
        "reason": "By removing sections with a lot of content, the right version reduces the number of choices and distractions, allowing users to make quicker decisions when adding items to their cart.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 227,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/08/Readers-Geo-based-Messaging-VARIANT.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/08/Readers-Geo-based-Messaging-CONTROL.png",
    "source": "https://vwo.com/success-stories/one-click/",
    "company": "One Click Ventures",
    "page_type": "checkout page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "By displaying personalized information according to the user's location, it simplifies the information, making it easier for users to understand and engage with the content.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By providing localized content, a familiar approach that users have experienced with similar personalized interfaces, it meets user expectations.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "By grouping related information together based on the user's location, it increases relevance and enhances user understanding.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 228,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/08/Readers-Product-Videos-CONTROL.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/08/Readers-Product-Videos-CONTROL.png",
    "source": "https://vwo.com/success-stories/one-click/",
    "company": "One Click Ventures",
    "page_type": "product/service detail page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
    "ui_change": {
      "Image": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The addition of product videos stands out as a unique element on the page, capturing users’ attention and making it more memorable.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "Product videos meet users' expectations for modern e-commerce sites, which often include multimedia content to enhance the shopping experience.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "Videos provide clear and concise information about the product, simplifying the decision-making process and reducing users’ cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 229,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/02/74_2_Blivakker_nofb.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/02/74_1_Blivakker_fb_connect.png",
    "source": "https://vwo.com/success-stories/blivakker/",
    "company": "BliVakker.No",
    "page_type": "checkout page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
    "ui_change": {
      "Card": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By removing the Facebook login option, the decision-making process for users was simplified, reducing the number of choices and accelerating the checkout process.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "By eliminating the Facebook login, the checkout page reduced the elements that users had to process, preventing cognitive overload and making it easier for users to complete their purchases.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 230,
    "win_url": "https://static.wingify.com/gcp/uploads/2019/01/3paperstone-variation21.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/1paperstone-control.jpg",
    "source": "https://vwo.com/success-stories/paperstone/",
    "company": "Paperstone",
    "page_type": "product/service detail page",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By placing competitor prices and Paperstone prices under a distinct header labeled \"Price Comparison,\" users can easily recognize the relevance of these elements, enhancing their understanding of the price differences.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 231,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/78conc.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/78sol.jpg",
    "source": "https://vwo.com/success-stories/paperstone-revenue/",
    "company": "Paperstone",
    "page_type": "product/service detail page",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The new variation simplifies the bulk discount offer, making it easy for users to understand the offer without cognitive overload.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The new variation clearly indicates the bulk discount possibilities, aligning with user expectations, which is a familiar concept for online shoppers.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 232,
    "win_url": "https://static.wingify.com/gcp//uploads/2022/11/perfect-plants-control-variations.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2022/11/perfect-plants-control-variations.png",
    "source": "https://vwo.com/success-stories/perfect-plants/",
    "company": "Perfect Plants",
    "page_type": "product/service detail page",
    "industry_domain": "Home & Living",
    "web_mobile": "mobile",
    "ui_change": {
      "Image": [
        "Presence"
      ],
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By removing the image carousel, the interface is simplified so that users can focus on the add to cart button without being distracted.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The revised version meets user expectations for a simple product page layout that typically emphasizes call-to-action buttons.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 233,
    "win_url": "https://static.wingify.com/gcp//uploads/2020/05/Variation_1st.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2020/05/Control_1st.png",
    "source": "https://vwo.com/success-stories/dorado-fashion/",
    "company": "Dorado Fashion",
    "page_type": "checkout page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "mobile",
    "ui_change": {
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "A unique notification stands out among other elements in the mini cart, capturing the user's attention and making it more memorable, which can encourage additional purchases.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "Changes align with user expectations regarding the receipt of suggestions and discounts during the checkout process, leveraging familiar patterns to enhance user experience.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "Notifications provide clear progress indicators, motivating users to add one more product to their cart to receive a discount, thereby increasing the likelihood of completing the purchase.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 234,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2variation.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/1control_1.png",
    "source": "https://vwo.com/success-stories/portland-trail-blazers/",
    "company": "Portland Trail Blazers",
    "page_type": "category page",
    "industry_domain": "Entertainment & Media",
    "web_mobile": "mobile",
    "ui_change": {
      "Navigation": [
        "Layout",
        "Opacity"
      ]
    },
    "rationale": [
      {
        "reason": "Vertical menus reduce cognitive load and simplify navigation, allowing users to quickly understand and find individual ticket options.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The solid white background of the vertical menu creates a clear boundary around the menu items, making them appear as a cohesive group and enhancing readability.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The vertical layout reduces the number of options visible at one time, minimizing decision time and preventing users from feeling overwhelmed by too many choices.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The vertical arrangement groups related menu items closer together, making it easier for users to find what they want without excessive scanning.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 235,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/02/Meebox-Variation_2.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/02/Meebox-Original-1.png",
    "source": "https://vwo.com/success-stories/meebox/",
    "company": "Meebox (now UnoEuro)",
    "page_type": "pricing page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "Providing a clear discount offer that meets user expectations leads to transformations. This is a familiar and effective strategy on pricing pages.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The discount information is positioned close to the pricing details, helping users quickly associate the offer with the plan.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 236,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/03/8-Buildium-Variation-Testimonials.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/03/8-Buildium-Control-Testimonials.png",
    "source": "https://vwo.com/success-stories/buildium/",
    "company": "Buildium",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The new design clearly articulates the product's scalability by leveraging familiar patterns, aligning with user expectations based on prior experiences with similar services.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 237,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/03/19_Veeam_Software_Variation.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/03/19_Veeam_Software_Control.png",
    "source": "https://vwo.com/success-stories/veeam-software/",
    "company": "Veeam Software",
    "page_type": "product/service detail page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Link": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "Changing to \"Request pricing\" aligns with user expectations for clarity of price information, reducing cognitive load and improving the user experience.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 238,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2tomsplanner_variation.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/1tomsplanner_control.png",
    "source": "https://vwo.com/success-stories/tom-planner/",
    "company": "Tom’s Planner",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The sign-up form is positioned close to the CTA, creating a visual relationship and prompting users to perceive it as part of the same action.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The sign-up form stands out as a unique element on the page, drawing attention away from other elements and making it more memorable.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The sign-up form is larger and positioned at the top of the screen, making it easy for users to access quickly and accurately.",
        "law": {
          "name": "Serial Position Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 239,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2022/03/IDEAL-OF-SWEDEN-1-5.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2022/03/IDEAL-OF-SWEDEN-1-5.png",
    "source": "https://vwo.com/success-stories/ideal-of-sweden-increases-purchases-through-quick-tests/",
    "company": "IDEAL OF SWEDEN",
    "page_type": "landing page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Banner": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "It clearly indicates the urgency of sales, simplifying the decision-making process for users and reducing cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The countdown banner stands out as a unique element on the page, drawing attention and making it more memorable compared to other elements.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The addition of the countdown banner aligns with users' expectations for promotional elements during sales, making the interface more intuitive and familiar.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "As the sale deadline approaches, it instills a sense of urgency that motivates users to complete their purchases more quickly.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 240,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2022/03/IDEAL-OF-SWEDEN-2-1-1.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2022/03/IDEAL-OF-SWEDEN-2-1-1.png",
    "source": "https://vwo.com/success-stories/ideal-of-sweden-increases-purchases-through-quick-tests/",
    "company": "IDEAL OF SWEDEN",
    "page_type": "landing page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The correct version provides clear and concise information about Instagram followers and climate compensation delivery, simplifying the decision-making process and reducing cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The addition of similar message elements (Instagram followers and climate compensation) in the correct version creates a cohesive visual group that enhances user understanding of brand value.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 241,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/05/74_MedaliaArt_Control.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/05/74_MedaliaArt_Variation2.png",
    "source": "https://vwo.com/success-stories/medaliaart/",
    "company": "MedaliaArt",
    "page_type": "homepage",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Card": [
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "By presenting the promotional message in a distinct and bold manner, it stands out more compared to small, less noticeable sidebar messages, making it more memorable for the user.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The promotional message in the main area is larger, making it easier for users to click quickly, thus enhancing interaction.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 242,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/GAranti-V1.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/garanti-control.png",
    "source": "https://vwo.com/success-stories/garanti-bbva/",
    "company": "Garanti Payment Systems",
    "page_type": "landing page",
    "industry_domain": "Finance & Banking",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The sticky banner presents essential information clearly and concisely, reducing cognitive effort for users and simplifying the application process.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The sticky banner stands out as a unique element on the page, capturing users' attention and making it more memorable compared to the original layout.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "By allowing users to apply directly from the banner, the number of steps and complexity is reduced, leading to faster decision-making and action.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 243,
    "win_url": "https://static.wingify.com/gcp/uploads/2020/05/control-vs-variation-of-test-on-Josera-website.png",
    "lose_url": "https://static.wingify.com/gcp/uploads/2020/05/control-vs-variation-of-test-on-Josera-website.png",
    "source": "https://vwo.com/success-stories/josera/",
    "company": "JOSERA",
    "page_type": "product/service detail page",
    "industry_domain": "Food & Pet Supplies",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Color",
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "Transformation provides information in a smoother and more concise format, reducing cognitive effort and making it easier for users to understand product details.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By using consistent colors for the red headlines, it helps users group product description elements together and indicates that they have similar purposes.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The unique red headlines contrast with the rest of the content, making them stand out and ensuring that more memorable and important information gets noticed.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 244,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/02/bagservant-variation_2.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/02/bagservant-control_1.png",
    "source": "https://vwo.com/success-stories/bag-servant/",
    "company": "Bag Servant",
    "page_type": "homepage",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
    "ui_change": {
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The WOW badge stands out more than the Twitter follower count badge, making it more memorable and attention-grabbing.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 245,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/22_UKTOOLCENTRE_Variation.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/22_UKTOOLCENTRE_Control.png",
    "source": "https://vwo.com/success-stories/uktoolcentre/",
    "company": "UK Tool Centre",
    "page_type": "category page",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By removing the filter menu, the number of choices available to the user decreased, which likely reduced decision time and cognitive overload, allowing users to focus more on the product.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "By simplifying the interface and removing unnecessary elements, users were better able to recognize and understand the product offering without distraction.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "As the number of options presented decreased, the likelihood of users exceeding their cognitive load was reduced, enabling them to engage more easily with the content on the page.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 246,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/32_GetResponse_Variation.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/32_GetResponse_Control.png",
    "source": "https://vwo.com/success-stories/getresponse/",
    "company": "GetResponse",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The visual similarity of the free trial button to the purchase button helps users associate the two options with related actions, increasing the likelihood of engagement with one of the options.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The close positioning of the free trial button next to the purchase button allows users to quickly recognize both options as part of the same decision-making process, reducing cognitive load.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The unique presence of the free trial button makes it stand out among other elements on the page, attracting attention and making it easier for users to remember.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The addition of the free trial button, which is large and conveniently placed, makes it easy for users to click, thereby increasing the likelihood of trial registration.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 247,
    "win_url": "https://static.wingify.com/gcp/uploads/2020/05/Sid-case-study-2-compressor.png",
    "lose_url": "https://static.wingify.com/gcp/uploads/2020/05/Sid-case-study-2-compressor.png",
    "source": "https://vwo.com/success-stories/udigital/",
    "company": "U-Digital",
    "page_type": "product/service detail page",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "mobile",
    "ui_change": {
      "Button": [
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "The 'Add to Cart' button is now fixed at the bottom of the page, making it larger, faster, and more accurately accessible.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The changes align with general user expectations for e-commerce sites, and the continuous action button has become the standard, reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 248,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/85sol.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/85obj.jpg",
    "source": "https://vwo.com/success-stories/scanitto/",
    "company": "Masters ITC Software",
    "page_type": "landing page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By removing the purchase button, the interface is simplified, allowing users to focus on a single task, thereby reducing cognitive effort.",
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          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Removing the purchase button simplifies the decision-making process, reduces the number of choices, and thus speeds up user behavior.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 249,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/Royal_challenger.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/Royal_original.jpg",
    "source": "https://vwo.com/success-stories/royal-discount/",
    "company": "Royal Discount",
    "page_type": "product/service detail page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Font Size"
      ]
    },
    "rationale": [
      {
        "reason": "The bold and large font of the discounted price stands out from other elements on the page, making it memorable and drawing attention to the main value proposition.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 250,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2Lyyti-Variation.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/1Lyyti-Control.jpg",
    "source": "https://vwo.com/success-stories/lyyti/",
    "company": "Lyyti",
    "page_type": "pricing page",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Table": [
        "Layout"
      ]
    },
    "rationale": [
      {
        "reason": "Transformation presents information clearly and in a structured way, simplifying it and reducing the user's cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Multiple CTA buttons in the transformation are visually consistent, leading users to perceive them as related actions, thus increasing engagement potential.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "By placing CTA buttons above and below the price list, the buttons are made larger and more accessible, allowing users to reach them quickly and easily.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 251,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/challenger.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/original.jpg",
    "source": "https://vwo.com/success-stories/foliekniven/",
    "company": "Foliekniven",
    "page_type": "homepage",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "web",
    "ui_change": {
      "Card": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The new placement of the explanation box simplifies the user's understanding of the price, reducing cognitive effort and enabling easier access to information.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The explanation box is now placed closer to the calculator, helping users quickly identify the relationship between price information and calculator input.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The explanation box is uniquely placed above the calculator, making it more prominent and drawing attention to important information about the price.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 252,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/elegant2.jpg",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/elegant1.jpg",
    "source": "https://vwo.com/success-stories/elegent-steps/",
    "company": "Elegant Steps",
    "page_type": "homepage",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "mobile",
    "ui_change": {
      "Button": [
        "Text Content"
      ],
      "Text": [
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The new button text \"Find my new wedding shoes\" is more user-friendly and easier to remember, drawing more attention compared to the previous text.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "Changes in CTA text align with familiar patterns of personalized shopping experiences that users expect, reducing cognitive load and promoting quicker decision-making.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 253,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/02/67_5nameOn-variation.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/02/67_3nameOn-control.png",
    "source": "https://vwo.com/success-stories/nameon/",
    "company": "nameOn",
    "page_type": "checkout page",
    "industry_domain": "Retail & E-commerce",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Count",
        "Presence",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "A simplified design and a smaller number of CTAs reduce cognitive load, allowing users to focus on the primary action of continuing to checkout.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By reducing options from multiple CTAs to just two, the decision-making process is simplified, resulting in faster user actions.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The unique blue color of the continue checkout button makes it stand out and captures attention, making it more memorable compared to other elements.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "With only two buttons, the design remains within the user's cognitive limit, preventing overload and facilitating easier decision-making.",
        "law": {
          "name": "Miller’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 254,
    "win_url": "https://static.wingify.com/gcp//uploads/2021/12/Gruum-2-scaled.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2021/12/Gruum-2-scaled.jpg",
    "source": "https://vwo.com/success-stories/frictionless-commerce/",
    "company": "Frictionless Commerce",
    "page_type": "landing page",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "mobile",
    "ui_change": {
      "Button": [
        "Presence",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "By using a clickable element that explains the shipping cost message and simplifying the message, cognitive load is reduced.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The addition of the \"One Condition\" button stands out as a unique element, attracting attention and making it easier for users to remember the offer.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The \"One Condition\" button is larger and easier to reach, making it simpler for users to click and engage with the offer.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 255,
    "win_url": "https://static.wingify.com/gcp//uploads/2022/03/logoidealsquare.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2026/04/Shockbyte_logo_600x400.png",
    "source": "https://vwo.com/success-stories/frictionless-commerce/",
    "company": "Frictionless Commerce",
    "page_type": "landing page",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "mobile",
    "ui_change": {
      "Link": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "Simplifies the message, making it easy for users to understand the suggestion without cognitive overload.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By emphasizing the question \"If it's good, why is it free?\", it grabs attention and makes it memorable.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "Maintains familiar patterns when presenting suggestions to align with user expectations and reduce cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
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  },
  {
    "index": 256,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/2him_variation.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/01/1him_control.jpg",
    "source": "https://vwo.com/success-stories/hotel-institute-montreux/",
    "company": "Hotel Institute Montreux",
    "page_type": "landing page",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Card": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "Placing testimonials close to the lead generation form facilitates visual grouping and helps users associate the testimonials with the action of filling out the form.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 257,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/01/2WorkZoneVariation.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/01/1WorkZone-Control.png",
    "source": "https://vwo.com/success-stories/workzone/",
    "company": "WorkZone",
    "page_type": "landing page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Image": [
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      ]
    },
    "rationale": [
      {
        "reason": "The consistency of the black and white logo creates a cohesive appearance, helping users to perceive related responses while not being distracted by the shape.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "While a fancy logo is too prominent and distracts from the shape, the black and white logo blends well, allowing the shape to be the focus.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "By reducing the visual complexity of the logo, it simplifies the user's decision-making process, allowing them to focus on submitting the form without distractions.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 258,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/03/2_Uptowork_Variation.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2019/03/2_Uptowork_Control.png",
    "source": "https://vwo.com/success-stories/uptowork/",
    "company": "Uptowork (now Zety)",
    "page_type": "checkout page",
    "industry_domain": "Education & Research",
    "web_mobile": "web",
    "ui_change": {
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The McAfee badge stands out as a unique element on the cart page, capturing attention and making it more memorable compared to other elements.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The McAfee badge leverages familiar symbols of trust encountered by users on other e-commerce sites, aligning with their expectations and reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 259,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/04/40_Mobal-3-Option_Variation.jpg",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/04/40_Mobal-Control.jpg",
    "source": "https://vwo.com/success-stories/mobal/",
    "company": "Mobal",
    "page_type": "pricing page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Card": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "By introducing Android smartphones as a unique option, they stand out more than previous high-end phones, effectively capturing user attention.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "Android smartphones align with user expectations for modern technology, making them more appealing and familiar compared to high-end options.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 260,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2020/11/ArchiveSocial-Test1@1x.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2020/11/ArchiveSocial-Test1@1x.png",
    "source": "https://vwo.com/success-stories/archivesocial/",
    "company": "ArchiveSocial",
    "page_type": "homepage",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Font Size",
        "Layout"
      ],
      "Input Field": [
        "Color",
        "Layout"
      ]
    },
    "rationale": [
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        "reason": "Changing the color of the input box to white makes it more prominent against the background, attracting the user's attention.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "By repositioning the input box to the right, it aligns more closely with the user's natural reading flow, making it more accessible.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 261,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2020/11/ArchiveSocial-Test2@1x.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2020/11/ArchiveSocial-Test2@1x.png",
    "source": "https://vwo.com/success-stories/archivesocial/",
    "company": "ArchiveSocial",
    "page_type": "pricing page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Table": [
        "Layout"
      ],
      "Button": [
        "Position"
      ]
    },
    "rationale": [
      {
        "reason": "The tabular format of the pricing page simplifies the presentation of options, allowing users to quickly understand and compare plans.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The new design presents pricing options in a tabular format, reducing the complexity of choices so that users can make decisions faster without feeling overwhelmed.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "By repositioning buttons to more prominent locations, they are made closer to the user's interaction points and larger, facilitating quicker access and actions.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
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  },
  {
    "index": 262,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/05/63_GSM_NL_Variation_Red.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/05/63_GSM_NL_Variation_Text.png",
    "source": "https://vwo.com/success-stories/gsm/",
    "company": "GSM.nl",
    "page_type": "listing page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
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      "Button": [
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    },
    "rationale": [
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        "reason": "The red (orange) button stands out more and is more memorable than the text button, capturing user attention.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "A larger, visually distinctive red button is easier to click compared to a smaller text button, facilitating user actions more quickly.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The simplified design of a bold color button reduces cognitive effort, allowing users to quickly recognize the call to action.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 263,
    "win_url": "https://static.wingify.com/gcp//uploads/2019/05/71_RIPT_Apparel_VariationA.png",
    "lose_url": "https://static.wingify.com/gcp//uploads/2019/05/71_RIPT_Apparel_Control.png",
    "source": "https://vwo.com/success-stories/ript-apparel/",
    "company": "RIPT Apparel",
    "page_type": "product/service detail page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
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      "Button": [
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        "Size"
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    },
    "rationale": [
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        "reason": "The new green purchase button is more conspicuous than the previous button, making it memorable and capturing users' attention.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
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        "reason": "The color and design of the new button are more visually distinct and likely larger than the previous button, making it easier to find and click.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
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  {
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    "win_url": "https://static.wingify.com/gcp//uploads/2019/05/71_RIPT_Apparel_VariationB.png",
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    "source": "https://vwo.com/success-stories/ript-apparel/",
    "company": "RIPT Apparel",
    "page_type": "product/service detail page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
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      "Button": [
        "Color",
        "Size",
        "Text Content"
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    },
    "rationale": [
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        "reason": "The new purchase button stands out with a different color combination, making it more memorable than the original button.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The simplified design of the new button and the clear emphasis on the 24-hour limited sale reduce cognitive effort and help users quickly understand urgency and necessary actions.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The addition of the 24-hour limited sale creates a sense of urgency, leading users to perceive that they are closer to the end of the purchasing process, prompting them to complete the purchase more quickly.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
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      }
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  {
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    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/09/flos-casestudy-2-2.png",
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    "source": "https://vwo.com/success-stories/flos-usa/",
    "company": "Flos USA",
    "page_type": "homepage",
    "industry_domain": "Home & Living",
    "web_mobile": "web",
    "ui_change": {
      "Tile": [
        "Presence"
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      "Button": [
        "Presence",
        "Position"
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    },
    "rationale": [
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        "reason": "The modified homepage layout simplifies navigation, allowing users to quickly find products without cognitive overload.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
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        "reason": "The new layout reduces the number of choices presented at once, streamlining the user's decision-making process.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The updated design aligns with familiar patterns encountered by users on other e-commerce sites, making it easier for them to adapt.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
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      }
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  },
  {
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    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/09/flos-casestudy-5.png",
    "lose_url": "https://static.wingify.com/gcp/uploads/2018/09/flos-casestudy-3.png",
    "source": "https://vwo.com/success-stories/flos-usa/",
    "company": "Flos USA",
    "page_type": "listing page",
    "industry_domain": "Home & Living",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
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      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "New list tiles with consistent design elements (CTAs, prices, and descriptions) help users group these items together, making them easily recognized as related products.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The proximity of CTAs, prices, and descriptions within list tiles creates visual grouping, helping users quickly identify the relationship between these elements and the products.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The modified version's larger and more prominent CTAs are more accessible and noticeable compared to the original version, making it easier for users to click.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
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  },
  {
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    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/09/flos-casestudy-5.png",
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    "source": "https://vwo.com/success-stories/flos-usa/",
    "company": "Flos USA",
    "page_type": "listing page",
    "industry_domain": "Home & Living",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By placing price and descriptions close to product images, users can easily relate these elements, reducing cognitive load and improving decision-making.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "By including price and descriptions, it provides essential information upfront, reducing the complexity of choices and helping users make faster decisions.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "By adding simple product descriptions that are commonly provided on other websites, it meets user expectations and increases button click rates.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 268,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/09/flos-casestudy-5.png",
    "lose_url": "https://static.wingify.com/gcp/uploads/2018/09/flos-casestudy-6.png",
    "source": "https://vwo.com/success-stories/flos-usa/",
    "company": "Flos USA",
    "page_type": "listing page",
    "industry_domain": "Home & Living",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The revised version maintains a consistent design across the list tiles, helping users perceive the elements as related and improving their understanding of product options.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The descriptions added to the list tiles are placed close to the product images, helping users effectively associate the information with the respective products.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "By providing clear explanations, the revised version reduces the complexity of choices faced by users, allowing them to make decisions more quickly.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 269,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/09/flos-casestudy-7.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/09/flos-casestudy-7.png",
    "source": "https://vwo.com/success-stories/flos-usa/",
    "company": "Flos USA",
    "page_type": "product/service detail page",
    "industry_domain": "Home & Living",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Layout"
      ]
    },
    "rationale": [
      {
        "reason": "The correct version presents color samples and model options in an expanded view to simplify the decision-making process and reduce cognitive effort for the user.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The correct version visually groups color samples and model options to make it easier for users to recognize them as related choices.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The correct version places color samples and model options close together to help users quickly identify them as part of the same selection process.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The correct version clearly displays options to reduce complexity in choices, shorten decision-making time, and help prevent users from feeling overwhelmed.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The correct version presents color samples and model options in a larger and more accessible way, making selections easier and potentially improving user interaction.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 270,
    "win_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/09/flos-casestudy-7.png",
    "lose_url": "https://static.wingify.com/gcp/tr:h-0.5,w-0.5/uploads/2018/09/flos-casestudy-7.png",
    "source": "https://vwo.com/success-stories/flos-usa/",
    "company": "Flos USA",
    "page_type": "product/service detail page",
    "industry_domain": "Home & Living",
    "web_mobile": "web",
    "ui_change": {
      "Input Field": [
        "Layout"
      ]
    },
    "rationale": [
      {
        "reason": "The expanded view of model options simplifies the decision-making process by allowing users to quickly understand their choices without cognitive overload.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "By displaying model options in an expanded view, the number of choices is presented more clearly, reducing decision-making time and preventing users from feeling overwhelmed.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The layout of model options in the expanded view groups related elements together, making it easier for users to identify and compare choices.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 271,
    "win_url": "https://framerusercontent.com/images/NjUNdNGo4VO9chz7ZdRIxic1ec.png",
    "lose_url": "https://framerusercontent.com/images/NjUNdNGo4VO9chz7ZdRIxic1ec.png",
    "source": "https://abtest.design/tests/customized-landing-page-for-paid-traffic",
    "company": "Houzz",
    "page_type": "landing page",
    "industry_domain": "Business Infrastructure & Services",
    "web_mobile": "web",
    "ui_change": {
      "Image": [
        "Presence"
      ],
      "Text": [
        "Text Content"
      ],
      "Video": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "A simplified white background reduces cognitive load, allowing users to focus on the core content without distractions.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "A dedicated landing page creates an integrated space for the 3D floor plan, making it easier for users to understand the provided content.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The modified version provides a common intuitive layout on the landing page, aligning with user expectations and reducing cognitive load.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 272,
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    "lose_url": "https://framerusercontent.com/images/FCQfn6viJ1LveFgrj7gF2p9RqI.png",
    "source": "https://abtest.design/tests/optimizing-product-pages-with-ai",
    "company": "Hannah & Henry",
    "page_type": "product/service detail page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "By using sky blue for both the product name and description, a visual connection is formed between these elements, helping users recognize them as related information.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The close placement of the slogan, product name, and description reinforces their relationship and makes it easier for users to process the information as a coherent unit.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The unique sky blue color of the product name and description makes these elements stand out, attracting users' attention more effectively than the original version.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 273,
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    "lose_url": "https://framerusercontent.com/images/EFimIIc3oTuIvhYDV1TgeR29p4.png",
    "source": "https://abtest.design/tests/content-locking",
    "company": "Busuu",
    "page_type": "paywall page",
    "industry_domain": "Education & Research",
    "web_mobile": "mobile",
    "ui_change": {
      "Button": [
        "Presence"
      ],
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The addition of the lock emoji makes it easier to understand what language is restricted, allowing users to grasp the concept of content locking more easily.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      },
      {
        "reason": "Consistently using the lock emoji over the icons creates a visual cue that groups the restricted languages together, indicating that they serve a similar purpose.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "Placing the 'PREMIUM' button near the lock icon strengthens the relationship between the premium subscription and the restricted content.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The distinctive 'PREMIUM' button stands out compared to other elements, drawing the user's attention and making it more memorable.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The 'PREMIUM' button is placed in a prominent location making it easier for users to quickly click on it, thereby improving accessibility.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 274,
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    "source": "https://abtest.design/tests/clearer-pricing-estimate",
    "company": "Uber",
    "page_type": "checkout page",
    "industry_domain": "Travel & Hospitality",
    "web_mobile": "mobile",
    "ui_change": {
      "Tile": [
        "Text Content",
        "Border",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The single estimated price simplifies the information provided to the user, reducing cognitive effort and making the cost easier to understand.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The bold black outline around the selected service creates a distinct boundary, helping users perceive it as an integrated group along with the relevant information below.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "By reducing the price display to a single value from a range, it simplifies the decision-making process, accelerating user behavior and reducing hesitation.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
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    "index": 275,
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    "source": "https://abtest.design/tests/trial-for-free-cta",
    "company": "Going",
    "page_type": "homepage",
    "industry_domain": "Travel & Hospitality",
    "web_mobile": "web",
    "ui_change": {
      "Button": [
        "Text Content",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The phrase \"Trial for free\" is more intuitive than \"Sign up for free,\" leading to higher user engagement.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Changing the button color made the CTA visually more prominent, allowing users to find and click it more easily.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The new CTA aligns with common expectations about trial offerings, reducing cognitive load and making the action users need to take easier to understand.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 276,
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    "source": "https://abtest.design/tests/conversational-tone-in-onboarding",
    "company": "Dollar Shave Club",
    "page_type": "onboarding page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "mobile",
    "ui_change": {
      "Text": [
        "Text Content"
      ],
      "Button": [
        "Layout"
      ]
    },
    "rationale": [
      {
        "reason": "By removing the explanation below the main text, the interface is simplified, allowing users to process information more quickly and with less cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Increasing the vertical space above the button visually separates it from other elements, making it more prominent and easier for users to recognize it as a clear point of action.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "A conversational tone aligns with familiar communication patterns, making the onboarding process feel more intuitive and friendly to users.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 277,
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    "lose_url": "https://framerusercontent.com/images/Qo73cvH9u4jZ0hQCHF4aVM7PDPw.png",
    "source": "https://abtest.design/tests/onboarding-checklist",
    "company": "Mural",
    "page_type": "onboarding page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Banner": [
        "Presence"
      ],
      "Card": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The five-step checklist that simplifies the onboarding process makes it easier for users to understand and follow compared to confusing pop-ups and banners.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The checklist helps users recognize the stages as a single process by grouping related tasks within clear boundaries, unlike fragmented pop-ups.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "Reducing options to a single checklist from multiple pop-ups decreases decision time and cognitive load, which accelerates user actions.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The checklist format aligns with users' expectations for a guided onboarding process, making it more intuitive than previous methods.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The checklist provides clear progress markers that motivate users to complete onboarding tasks by allowing them to see their progress through the stages.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 278,
    "win_url": "https://framerusercontent.com/images/ebOnSgq2y5pYO8LdNjNpd2LEzk.png",
    "lose_url": "https://framerusercontent.com/images/ebOnSgq2y5pYO8LdNjNpd2LEzk.png",
    "source": "https://abtest.design/tests/visual-contrast-between-pricing-tiers",
    "company": "Github",
    "page_type": "pricing page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Text": [
        "Text Content"
      ],
      "Card": [
        "Count",
        "Layout"
      ],
      "Button": [
        "Position",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "Maintaining a consistent design across three card elements helps users perceive them as related offerings.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "By reducing the number of options from 4 to 3, the right version decreases the complexity of decisions, allowing users to make selections more quickly.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The right version emphasizes the most valuable features, aligning with the principle that focusing on key elements can lead to greater user engagement and sign-ups.",
        "law": {
          "name": "Pareto Principle",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 279,
    "win_url": "https://framerusercontent.com/images/C8Syz47qn2AP3LkhxqHhKblAfc.png",
    "lose_url": "https://framerusercontent.com/images/C8Syz47qn2AP3LkhxqHhKblAfc.png",
    "source": "https://abtest.design/tests/displaying-individual-investment-amount",
    "company": "Stash",
    "page_type": "landing page",
    "industry_domain": "Finance & Banking",
    "web_mobile": "mobile",
    "ui_change": {
      "Background": [
        "Color",
        "Text Content"
      ],
      "Card": [
        "Presence"
      ],
      "Button": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The new design simplifies investment information, making it easier for users to understand not only the overall portfolio value but also individual investments.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Adding distinct sections with different backgrounds (e.g., white rectangular outline for 'Automatic Savings' and opaque background for 'Next Transfer') helps users recognize these elements as related and organized.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The vertical arrangement of the 'Deposit' and 'Investment' sections enhances the user's ability to quickly identify the relationship between these elements by placing related information closer together.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "Improved recognition of the text content through the use of icons and increased attention.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The new design utilizes familiar patterns (e.g., section headings, icon sizes) that users have encountered in other interfaces to reduce cognitive load and make navigation easier.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 280,
    "win_url": "https://framerusercontent.com/images/abdyjrkN7aconWQHeWilBH97YEs.png",
    "lose_url": "https://framerusercontent.com/images/abdyjrkN7aconWQHeWilBH97YEs.png",
    "source": "https://abtest.design/tests/credit-card-required-free-trial",
    "company": "Outseta",
    "page_type": "paywall page",
    "industry_domain": "IT & Software",
    "web_mobile": "web",
    "ui_change": {
      "Background": [
        "Color"
      ],
      "Button": [
        "Color",
        "Text Content"
      ],
      "Text": [
        "Text Content",
        "Font Size"
      ]
    },
    "rationale": [
      {
        "reason": "Simplified text and clear prompts reduce cognitive load, making it easier for users to understand the suggestions.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Consistently using yellow for the CTA button and background helps users associate these elements with the action of starting the test.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "A bright yellow background creates a unified visual space for the test suggestion, making it more prominent and appealing.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "A larger and more accessible CTA button for the test makes it easier for users to click, increasing the likelihood of conversion.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 281,
    "win_url": "https://framerusercontent.com/images/T06v6hoXvMWHqPwBrUUJw2sGLUM.png",
    "lose_url": "https://framerusercontent.com/images/T06v6hoXvMWHqPwBrUUJw2sGLUM.png",
    "source": "https://abtest.design/tests/user-reviews-on-paywall",
    "company": "Runtastic",
    "page_type": "paywall page",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "mobile",
    "ui_change": {
      "Image": [
        "Presence"
      ],
      "Text": [
        "Color",
        "Text Content"
      ],
      "Card": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "Simplified backgrounds and bold texts reduce cognitive load, making it easier for users to understand the message.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The user review section is visually distinct and grouped together, clearly indicating that these elements are related and enhancing the perception of social proof.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The addition of user reviews and 5-star ratings stands out against a white background, grabbing attention and making it memorable.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The use of familiar elements such as user reviews and ratings aligns with users' previous experiences, making the interface more intuitive.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 282,
    "win_url": "https://framerusercontent.com/images/MfOg2mBWL4N79KfVwGLsqFxeTWE.png",
    "lose_url": "https://framerusercontent.com/images/MfOg2mBWL4N79KfVwGLsqFxeTWE.png",
    "source": "https://abtest.design/tests/onboarding-with-multi-intent-queries",
    "company": "Headspace",
    "page_type": "onboarding page",
    "industry_domain": "Healthcare & Medical",
    "web_mobile": "mobile",
    "ui_change": {
      "Image": [
        "Color"
      ],
      "Text": [
        "Text Content",
        "Position"
      ],
      "Tile": [
        "Color",
        "Text Content"
      ],
      "Icon": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "To make it easier for users to understand their choices, the simplified main text \"What's on your mind?\" reduces cognitive effort.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The light pink background for the selection elements visually groups them, clarifying that they are related choices and preventing confusion with the final stage selection button.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "Adding a checkmark next to the selection element makes it stand out, capturing attention and aiding memory for the option.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 283,
    "win_url": "https://framerusercontent.com/images/5IR4z5xVhublN5adffMWSmhAVb4.png",
    "lose_url": "https://framerusercontent.com/images/5IR4z5xVhublN5adffMWSmhAVb4.png",
    "source": "https://abtest.design/tests/simplifying-onboarding",
    "company": "Virgin Mobile UAE",
    "page_type": "onboarding page",
    "industry_domain": "IT & Software",
    "web_mobile": "mobile",
    "ui_change": {
      "Card": [
        "Presence",
        "Text Content",
        "Position"
      ],
      "Button": [
        "Presence",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "A new design presents a pre-assigned number to simplify the onboarding process and reduce cognitive effort for the user.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      },
      {
        "reason": "The addition of a card section with a distinct background for the numbers creates clear visual grouping, allowing users to easily identify the number as part of the onboarding process.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The close position of the pre-assigned number and the 'NEXT' button helps users recognize them as related actions, facilitating progress to the next step.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "A larger and more noticeable 'NEXT' button is easier to click, promoting user behavior more quickly compared to the original design.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 284,
    "win_url": "https://framerusercontent.com/images/x4ikuFtTRAoWIovx8qvBuLrmfzk.png",
    "lose_url": "https://framerusercontent.com/images/x4ikuFtTRAoWIovx8qvBuLrmfzk.png",
    "source": "https://abtest.design/tests/clear-free-trial-message-discount-badge",
    "company": "TipStop",
    "page_type": "paywall page",
    "industry_domain": "Finance & Banking",
    "web_mobile": "mobile",
    "ui_change": {
      "Background": [
        "Presence",
        "Color"
      ],
      "Text": [
        "Presence",
        "Text Content"
      ],
      "Icon": [
        "Count",
        "Position"
      ],
      "Button": [
        "Text Content",
        "Position",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "A new design clearly states \"Try it for free!\" to simplify the message and reduce cognitive effort for the user.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Adding a distinct background color to the 'Monthly Plan' CTA button creates a clear boundary, allowing users to easily identify it as an integrated element.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The vertical arrangement of icons and elements under the main text groups them together, helping users quickly identify the features of the service.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The \"60% off\" badge stands out against the background, making it more memorable for users.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The 'Monthly Plan' CTA button is large and has a distinct color, making it easy for users to click and improving accessibility.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 285,
    "win_url": "https://framerusercontent.com/images/JvfOFm4hNAJeEUkgm3b2BKlM1M.png",
    "lose_url": "https://framerusercontent.com/images/JvfOFm4hNAJeEUkgm3b2BKlM1M.png",
    "source": "https://abtest.design/tests/limited-time-discounts-for-cart-abandoners",
    "company": "Kiss My Keto",
    "page_type": "checkout page",
    "industry_domain": "Food & Pet Supplies",
    "web_mobile": "web",
    "ui_change": {
      "Banner": [
        "Layout",
        "Presence",
        "Text Content"
      ],
      "Button": [
        "Presence",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The red 'Can't resist' CTA button stands out compared to other elements, attracting attention and making it more memorable.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The modal window with a countdown timer aligns with the familiar pattern of urgency seen in e-commerce, making it easier for users to understand and engage.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The countdown timer creates a sense of urgency, motivating users to complete their purchase as they see the time ticking down.",
        "law": {
          "name": "Goal-Gradient Effect",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 286,
    "win_url": "https://framerusercontent.com/images/QvUCMcczBrdlDsRQVrGhPvTVnI8.png",
    "lose_url": "https://framerusercontent.com/images/QvUCMcczBrdlDsRQVrGhPvTVnI8.png",
    "source": "https://abtest.design/tests/optimizing-clarity-of-payment-options",
    "company": "Chick-fil-A",
    "page_type": "checkout page",
    "industry_domain": "Food & Pet Supplies",
    "web_mobile": "mobile",
    "ui_change": {
      "Button": [
        "Text Content",
        "Color"
      ],
      "Card": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The new layout simplifies payment options, making it easier for users to understand choices without cognitive overload.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "Consistent color and text usage for the 'Pay with Credit Card' button aligns with user expectations, grouping it with other payment options.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The 'Pay with Credit Card' button is located close to the 'Continue' button, reinforcing their relationship as part of the payment process.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "By reducing the number of options (removing the 'Cancel Order' button), the decision-making process is simplified, allowing users to focus on completing their purchase.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "The larger and more prominent 'Pay with Icon' button is easier to click, enhancing user accessibility and action speed.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 287,
    "win_url": "https://framerusercontent.com/images/jXUJgDDPZUQRoZmeukw6YUNqg.png",
    "lose_url": "https://framerusercontent.com/images/jXUJgDDPZUQRoZmeukw6YUNqg.png",
    "source": "https://abtest.design/tests/highlighting-free-delivery",
    "company": "Clarks",
    "page_type": "product/service detail page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "mobile",
    "ui_change": {
      "Card": [
        "Presence",
        "Text Content",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "By adding a gray box in the middle indicating free shipping, a distinct area is created that users can easily recognize with relevant information, enhancing visibility and understanding.",
        "law": {
          "name": "Law of Similarity",
          "type": "Perception"
        }
      },
      {
        "reason": "The free shipping offer being prominently displayed in contrast to the other content makes it more memorable and likely to attract user attention.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 288,
    "win_url": "https://framerusercontent.com/images/AE5vb98hfExEzDYmZEBxmip7yL0.png",
    "lose_url": "https://framerusercontent.com/images/AE5vb98hfExEzDYmZEBxmip7yL0.png",
    "source": "https://abtest.design/tests/best-price-guarantee",
    "company": "Buyagift",
    "page_type": "product/service detail page",
    "industry_domain": "Travel & Hospitality",
    "web_mobile": "mobile",
    "ui_change": {
      "Card": [
        "Presence",
        "Color",
        "Position",
        "Text Content"
      ],
      "Button": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The addition of a bright yellow background rectangular section grouping the text '최고 가격, 보장!' and the detailed explanation makes it easier for users to recognize this information as an integrated message.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The close placement of the '최고 가격, 보장!' text and the detailed explanation helps users quickly identify the relationship between the guarantee and the description, reinforcing the message.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The unique yellow background and prominent text attract attention, making the '최고 가격, 보장!' message more memorable than the original design.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The new design prominently places important information above the '지금 구매' button, utilizing a familiar pattern that aligns with user expectations on how product information is presented.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 289,
    "win_url": "https://framerusercontent.com/images/M20WJW80xVdmdYe3lmAIuT83e4.png",
    "lose_url": "https://framerusercontent.com/images/M20WJW80xVdmdYe3lmAIuT83e4.png",
    "source": "https://abtest.design/tests/enhancing-product-detail-page",
    "company": "Goldelucks",
    "page_type": "product/service detail page",
    "industry_domain": "Food & Pet Supplies",
    "web_mobile": "mobile",
    "ui_change": {
      "Card": [
        "Presence",
        "Color",
        "Position",
        "Text Content"
      ],
      "Text": [
        "Presence",
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "By adding a light yellow background to the product description section, a distinct area is created that groups the description and product image, making it easier for users to perceive the information as related.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "A simple product description text is positioned close to the product name, helping users to quickly identify the relationship between the product and the description.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The distinct light yellow background of the product description section stands out from the rest of the page, making it more effective in drawing attention to the product's benefits.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 290,
    "win_url": "https://framerusercontent.com/images/PRMGgdoe0yVzCzbuki9omN6Qg.png",
    "lose_url": "https://framerusercontent.com/images/PRMGgdoe0yVzCzbuki9omN6Qg.png",
    "source": "https://abtest.design/tests/storytelling-card",
    "company": "Beckett Simonon",
    "page_type": "listing page",
    "industry_domain": "Fashion & Beauty",
    "web_mobile": "web",
    "ui_change": {
      "Card": [
        "Presence",
        "Hover State",
        "Color",
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The gray background of the storytelling panel creates a distinct area that visually groups information together, making it more cohesive and easier to process.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The storytelling panel stands out due to its unique background, drawing attention to the brand's unique selling points.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 291,
    "win_url": "https://framerusercontent.com/images/WzRGrjRDv3E7B2RSV3iDQCbUs.png",
    "lose_url": "https://framerusercontent.com/images/WzRGrjRDv3E7B2RSV3iDQCbUs.png",
    "source": "https://abtest.design/tests/free-trial-reminder",
    "company": "Shaw Academy",
    "page_type": "paywall page",
    "industry_domain": "Education & Research",
    "web_mobile": "mobile",
    "ui_change": {
      "Text": [
        "Presence",
        "Text Content"
      ],
      "Image": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "The unique green bell icon stands out among other elements, attracting attention and making the notification more memorable.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "New designs align with familiar patterns of notifications and reminders that users have encountered in other applications, reducing cognitive load and enhancing user experience.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The reminder text is positioned close to the purchase information, establishing a visual relationship and prompting users to consider the exam expiration in the context of their purchasing decisions.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      }
    ]
  },
  {
    "index": 292,
    "win_url": "https://framerusercontent.com/images/gH9NNVHHKs350TmqpxbUg05cI.png",
    "lose_url": "https://framerusercontent.com/images/gH9NNVHHKs350TmqpxbUg05cI.png",
    "source": "https://abtest.design/tests/optimal-cta-design",
    "company": "Unacademy",
    "page_type": "product/service detail page",
    "industry_domain": "Education & Research",
    "web_mobile": "mobile",
    "ui_change": {
      "Button": [
        "Border"
      ]
    },
    "rationale": [
      {
        "reason": "By adding a green rectangular border to Variant C, a distinct boundary is created around the button, making it stand out as an integrated element.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The thin border of Variant C makes the button more unique compared to other variants, attracting more attention and increasing the click rate.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "Thanks to the design, the button of Variant C is larger and more accessible, making it easier for users to click quickly.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 293,
    "win_url": "https://framerusercontent.com/images/gH9NNVHHKs350TmqpxbUg05cI.png",
    "lose_url": "https://framerusercontent.com/images/gH9NNVHHKs350TmqpxbUg05cI.png",
    "source": "https://abtest.design/tests/optimal-cta-design",
    "company": "Unacademy",
    "page_type": "product/service detail page",
    "industry_domain": "Education & Research",
    "web_mobile": "mobile",
    "ui_change": {
      "Button": [
        "Text Content",
        "Position",
        "Border",
        "Size"
      ]
    },
    "rationale": [
      {
        "reason": "The simplified text \"View all free classes\" reduces cognitive effort and makes it easier for users to understand the action they need to take.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The square outline of the button creates a distinct boundary, providing visual unity and making it more noticeable as a clickable element.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The button with a thin border stands out more than other elements, attracting attention and making it easier to remember.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The button is placed at the bottom center, making it more accessible and easier to click compared to the original button's top right position.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 294,
    "win_url": "https://framerusercontent.com/images/gH9NNVHHKs350TmqpxbUg05cI.png",
    "lose_url": "https://framerusercontent.com/images/gH9NNVHHKs350TmqpxbUg05cI.png",
    "source": "https://abtest.design/tests/optimal-cta-design",
    "company": "Unacademy",
    "page_type": "product/service detail page",
    "industry_domain": "Education & Research",
    "web_mobile": "mobile",
    "ui_change": {
      "Button": [
        "Position",
        "Size",
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The simplified text \"View all free classes\" reduces cognitive effort and makes it easier for users to understand the actions they need to take.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "The button is placed in the lower center, creating a distinct area that allows users to easily identify it as an integrated point of action.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "The button is large and centrally located, making it easier to click and reducing the time and effort required to reach it.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 295,
    "win_url": "https://framerusercontent.com/images/jQiIkBVd6hNZBgrI8Twz5Z2W0.png",
    "lose_url": "https://framerusercontent.com/images/jQiIkBVd6hNZBgrI8Twz5Z2W0.png",
    "source": "https://abtest.design/tests/monthly-vs-weekly-vs-free-trial",
    "company": "The Pdf Scanner",
    "page_type": "pricing page",
    "industry_domain": "IT & Software",
    "web_mobile": "mobile",
    "ui_change": {
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The revised version uses familiar subscription language and experience, which aligns with user expectations based on previous subscription service experiences.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The revised version offers a clear and attractive proposal (weekly subscription with experience included) compared to monthly subscriptions, simplifying the decision-making process and reducing cognitive load.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 296,
    "win_url": "https://framerusercontent.com/images/jQiIkBVd6hNZBgrI8Twz5Z2W0.png",
    "lose_url": "https://framerusercontent.com/images/jQiIkBVd6hNZBgrI8Twz5Z2W0.png",
    "source": "https://abtest.design/tests/monthly-vs-weekly-vs-free-trial",
    "company": "The Pdf Scanner",
    "page_type": "paywall page",
    "industry_domain": "IT & Software",
    "web_mobile": "mobile",
    "ui_change": {
      "Text": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The revised version aligns with user expectations by including a familiar free trial common in subscription services.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      },
      {
        "reason": "The addition of a free trial simplifies the decision-making process by reducing perceived risk, making it easier for users to choose the trial option over subscribing directly.",
        "law": {
          "name": "Hick’s Law",
          "type": "Action"
        }
      }
    ]
  },
  {
    "index": 297,
    "win_url": "https://framerusercontent.com/images/8OFdbicOK4AaxDG89UUyVriXeJ0.png",
    "lose_url": "https://framerusercontent.com/images/8OFdbicOK4AaxDG89UUyVriXeJ0.png",
    "source": "https://abtest.design/tests/how-your-free-trial-works",
    "company": "Blinkist",
    "page_type": "paywall page",
    "industry_domain": "Education & Research",
    "web_mobile": "mobile",
    "ui_change": {
      "Image": [
        "Color"
      ],
      "Button": [
        "Text Content",
        "Color"
      ],
      "Text": [
        "Text Content"
      ],
      "Link": [
        "Position"
      ],
      "Card": [
        "Presence"
      ]
    },
    "rationale": [
      {
        "reason": "A new design simplifies the expression of the trial version, making it easier for users to understand the testing process at a glance.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      },
      {
        "reason": "A section with a gray background titled 'How can I cancel?' has been added to visually group cancellation information with trial details, making it more prominent and easier to find.",
        "law": {
          "name": "Law of Common Region",
          "type": "Perception"
        }
      },
      {
        "reason": "The vertical arrangement of three elements describing the free trial period places related information close together, helping users quickly grasp the details of the trial.",
        "law": {
          "name": "Law of Proximity",
          "type": "Perception"
        }
      },
      {
        "reason": "The modified CTA button is recognized as part of the cancellation information section and is larger and more prominent, making it easy for users to click quickly.",
        "law": {
          "name": "Fitts’s Law",
          "type": "Action"
        }
      },
      {
        "reason": "Changes made in the design align with common patterns that users are familiar with, reducing cognitive load and making the interface more intuitive.",
        "law": {
          "name": "Jakob’s Law",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 298,
    "win_url": "https://framerusercontent.com/images/CrGZr7gugcVIQRRfZzgLCRmpQs.png",
    "lose_url": "https://framerusercontent.com/images/CrGZr7gugcVIQRRfZzgLCRmpQs.png",
    "source": "https://abtest.design/tests/paywall-visuals",
    "company": "Neos Kosmos",
    "page_type": "paywall page",
    "industry_domain": "Entertainment & Media",
    "web_mobile": "web",
    "ui_change": {
      "Image": [
        "Image",
        "Color"
      ]
    },
    "rationale": [
      {
        "reason": "The unique and emotionally charged images of immigrants arriving by boat stand out more than Greek buildings, attracting users' attention and becoming more memorable.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      }
    ]
  },
  {
    "index": 299,
    "win_url": "https://framerusercontent.com/images/3K6AekDKIHrj0xMIrlHcIRhcHfg.png",
    "lose_url": "https://framerusercontent.com/images/3K6AekDKIHrj0xMIrlHcIRhcHfg.png",
    "source": "https://abtest.design/tests/highlighting-monthly-pricing",
    "company": "Unacademy",
    "page_type": "pricing page",
    "industry_domain": "Education & Research",
    "web_mobile": "mobile",
    "ui_change": {
      "Background": [
        "Color"
      ],
      "Button": [
        "Text Content"
      ]
    },
    "rationale": [
      {
        "reason": "The image behind the explanatory text at the top has been processed to be darker to increase the user's information recognition rate.",
        "law": {
          "name": "Von Restorff Effect",
          "type": "Memory"
        }
      },
      {
        "reason": "By reducing the text size that indicates the price and making the margins of the button more ample, the complexity of the button has been simplified, thereby reducing the user's cognitive load.",
        "law": {
          "name": "Law of Prägnanz",
          "type": "Perception"
        }
      }
    ]
  }
]