What is the most surprising thing you have learned from an A/B landing page test?

"I have definitely been surprised by A/B test results before! The most notable instance occurred within my current role. In designing our landing page, we were aware that content placed above the fold was more noticeable to a consumer - by 80% per past studies! So we initially placed our call-to-action button in the top half of the landing page. When our conversion numbers weren't where we wanted them to be, we decided to run an A/B test and tried out the CTA button at the bottom of the page. There was a 300% increase in conversions with the CTA button below the fold. Wow! We were very surprised by this revelation but obviously moved forward to make this change."

"I decided to put the color, font size, and subtle changes to the language of the copy to the test. I found how much redundancy or poor phraseology turned out to be a turnoff to our visitors and how, when the redundancies in our messaging were reduced, that increased our conversation rate. Also, the copy of every headline and how succinct its messaging is proved more effective in luring visitors to explore the rest of the page."