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A field experiment with 64,147 phone customers found that calls to suggest a better plan raised churn from 6.4% to 10.0%. The calls made customers think about leaving.

A field experiment with 337,724 software users found that a 7-day free trial beat a 30-day trial. Subscriptions went up by 5.59% and revenue by 7.92%.

In a test with 1,963 US adults, mild dark patterns more than doubled sign-ups for a doubtful service. Aggressive dark patterns almost quadrupled sign-ups, but made people angry.

A study of 1,450 Bing experiments found that the top 2% of ideas made 74.8% of the gains. This result favors many small tests over a few large tests.

A study of 35,918 startups found that firms with A/B testing tools got more page views and launched more products. They also stopped bad ideas faster.

A study of 126 tests with more than 23 million people found that published nudges lifted take-up by 8.7 points. Real-world teams got 1.4 points.

A field experiment at a large US online retailer tested 4 ways to choose add-on offers. Items that customers already buy together won, and a learned policy promised 35% more revenue.

A field experiment with 1.5 million Uber riders tested apology emails after late rides. Only apologies with a $5 coupon raised later spending.

An Airbnb field experiment offered guests a $25 coupon for a review. Reviews went up by 53% and ratings became more honest, but total sales did not change.

A field experiment at a German online store showed a pay-later option at checkout to random shoppers. Sales went up by 20%, mostly from more buyers.

A 2-year field experiment with 9 million Wayfair shoppers tested personal product rankings. Purchases went up by 2.4%, and returns went down.

Airbnb hosts who used a free AI pricing tool cut prices by 5.7% but earned 8.6% more per day. The sellers who needed it most used it least.

In a 2-year field experiment, small firms that asked customers for feedback earned 62% more revenue. Customers they never asked also spent more.

A review of 90 negotiation studies found that a high first offer pulls the final price up. It also causes more failed deals and angry buyers.

A study of 103 retail stores found that small steps in team commission rates worked as shared goals. Sales went up by 41% on days when a step was within reach.

A field test at a US metals seller gave sales reps price advice from a model of their own past prices. Profit on those quotes went up by 11%.

A field experiment with 1.4 million newspaper readers found that an auto-renew default cut sign-ups by 35%. After 20 months, the auto-renew offers had 23% fewer subscribers in total.

A 603,153-customer experiment found that emailing every other day cut unsubscribes by 59%, at the cost of a few points of short-term sales.

Seven field experiments on a global e-commerce platform show AI lifted sales by up to 16%, but only where it replaced nothing. Here's where to point it.

A 5,940-agent Alibaba experiment found AI lifted the weakest performers sharply and made the best ones worse. What that means for your rollout.