In my experience, the A/B tests that are most likely to win are the ones where you make UX changes designed to make it easier for visitors to do what you want t

In my experience, the A/B tests that are most likely to win are the ones where you make UX changes designed to make it easier for visitors to do what you want them to do. These not only improve your conversion rates, they are also less spammy and intrusive as things like exit-intent modals. They are also the types of gains that do compound. Want an easy win? Make mobile checkout better. It's generally the worst. I was on a fairly large, publicly traded, retailer's site over the weekend and had a goofy error that was extremely easy to make on their mobile checkout page. While I was alerted to the error, it also emptied my shopping cart and erased all the address and payment info I spent time typing in.