Where to Find Ideas for A/B Tests?

I often encounter a problem where the team is stuck, not knowing where to get ideas for new marketing and product hypotheses.

The best answer to this question is conducting qualitative research, particularly JTBD (Jobs to Be Done) interviews. However, there are always shortcuts that allow you to reuse successful practices for testing new hypotheses from other companies.

Here’s a selection of resources recommended by Ron Kohavi. Each contains interesting, educational, and diverse examples of real-life hypotheses. If you're running low on creativity, these can help you find ideas for your experiments.

1. goodui.org - UI patterns and leaked experiments from companies such as Amazon, Netflix, Airbnb, Etsy, Google, Booking, etc. Subscription-based, but some free material is available.

2. guessTheTest.com - Hundreds of gamified A/B tests to inspire and validate your testing ideas, testing patterns, and insights with real-life results. You can subscribe to their newsletter.

3. evidoo.io - Large A/B test database for e-commerce with conversion best practices based on over 3,000 A/B tests.

If you work with GA4 to BigQuery exports, be sure to check out my SQL cheat sheet.