Last year, we rebranded forms.app, a form builder app. With the rebranding, we had an experimental hero section that we quite liked. It was an AI generator; people write what type of form they like, and even before they sign in, they get it.I d have liked to include all images here, but you can check them out here: https://salimdin.substack.com/p/how-an-ab-test-more-than-doubled-our-signups-on-formsappAfter a few months, we realized something was off. We thought it was about rankings, but after a few discussions, we decided to test our homepage hero section against two alternatives.- Variant A: The AI generator version- Variant B: Only sign-up buttons (nothing else)- Variant C: A single button for the app itself (playground without sign-up)We ran the experiment for 2 weeks and only for new visitors. The results were interesting, to say the least:- Variant A came last on every single metric- B got 2.6x the sign-ups of A- C got fewer sign-ups than B, but those who did sign up activated more; so it s a more distilled result.Seeing these results, we decided to move forward with Version B, as it has more promise, and agreed that B and C deserve their own testing.Recently, we changed our pricing, and with it, Version B got an update. Soon, the C version will be updated too, and we ll pit them against each other. I ll be sharing the results when we run that A/B test.What do you think? Are the results what you expected, or did they surprise you too?It s not a promotion, just an article where I show the version and the results, but I couldn t submit with the URL (probably due to the Substack URL). So here it is: https://salimdin.substack.com/p/how-an-ab-test-more-than-doubled-our-signups-on-formsapp