One of the better bets in Professional Services. Layout tests win 28% there, against 15% for layout tests across all industries and 12% for all change types within Professional Services. Ahead on both counts, which is the strongest signal this data offers — though see the note below on why these comparisons are not like-for-like.
It is the strongest change type we can currently measure in Professional Services.
Small winner set. Few of these tests cleared the bar. The 95% interval on that win rate runs 16% to 45%, so read the figure as directional.
| Professional Services | all industries | |
|---|---|---|
| Tests analysed | 32 tests | 250+ |
| Beat control | 28% | 15% |
| No measurable difference | 72% | — |
| Lost to control | 0% | — |
| Median lift when it won | not reported | — |
Median traffic per variant was 827 visitors. Most ran on homepages (21), landing pages (3), lead capture pages (3).
| change type | win rate in Professional Services | tests |
|---|---|---|
| Layout (this page) | 28% | 32 tests |
| Body copy | 11% | 36 tests |
| Styling | 10% | 100+ |
| Split URL | 10% | 50+ |
| Headline | 8% | 50+ |
A win rate only means as much as the thing being counted, so this is what these tests were actually optimising for.
| measured outcome | share of tests |
|---|---|
| Purchase / order complete | 43% |
| Lead / form submission | 15% |
| Reached a later funnel step | 10% |
| On-page click / engagement | 10% |
Outcomes below 5% of the set are not listed, so these do not sum to 100. Too few tests in this exact cut to break out on their own, so this is the whole industry. How the outcome was measured moves the win rate a lot — see the methodology.
These rates are not like-for-like. How often a test wins depends partly on what it chose to measure: a goal that records a soft signal — a click, a scroll — clears the bar more often than one that records a purchase. Across this data, tests measured against a proxy goal win 13%, against 9% for tests measured against a business outcome.
Categories differ a lot in that mix — proxy goals account for anywhere from 2% to 41% of a category's tests.
Hold the metric fixed and the spread narrows sharply. Comparing only tests measured against a business outcome, the gap between the highest and lowest category falls from 9 points to 6 — at which point the intervals overlap and the categories are not statistically distinguishable.
So read the table as a description of what happened, not as a ranking of what works. If you want the comparison to mean something, compare categories that were measured the same way. The methodology page has the full breakdown.
The industry overview is at Professional Services benchmarks; rates across all industries are on the layout benchmark.
Blocks move, reorder or change position. No copy is rewritten and no new content is added. If you moved a section <em>and</em> rewrote it, that is two variables and the result will not tell you which one worked.
The default pricing header, price, and comparison block were hidden, the pricing box container was restyled, and a new pricing panel with a title, price row, badge, and availability text was added in green and white.
The page hid the pricing, header, footer, and document sections, and replaced them with a custom two-card offer block with a default-selected add option, a custom CTA button, and proxy click handling.
The page hid the native upsell interstitial and replaced it with a custom block that showed the document name, prices, and benefits, while the Continue action led to the original upgrade or decline buttons.
It hid the native family-plan banner, header, image, pricing box, features, and footer, and replaced them with a custom two-card add or skip selector with dynamic CTA text, discount copy, and a loading spinner.
It hid the dynamic progress bar and added a static mobile progress card and a desktop sidebar rail showing fixed 6% completion with title and body text.
It replaced the native cross-sell card with a custom panel and automatically drove popup purchase flows while hiding the native modals during the process.
The page hid the green confirmation strip and added a step-progress indicator above the content.
These are individual tests, not rules. Each ran on one site, with one audience, against one page we are not showing you. They are picked to be illustrative rather than sampled at random, and a change that won here can lose on your page for reasons none of this captures. Read them as prompts for what to test, not as findings to copy.
This is every Mida account that ran a readable test — in-house marketers, founders, product teams, and agencies working on client sites. Nothing here is filtered by who ran the experiment or how experienced they are.
Low win rates are normal in experimentation, including at the top end. Microsoft's experimentation team, reporting on its own platform, found that only about one third of ideas improve the metric they were designed to improve — and that roughly another third actively hurt it. That is a dedicated experimentation organisation with research, prioritisation and review behind every test.
A mixed population like this one runs below that. The gap is roughly what disciplined practice buys you: ideas grounded in research rather than opinion, one variable at a time, and tests built so the result can actually be read.
So treat these as a general base rate, not a target. If you would rather not close that gap the slow way, find a CRO agency in the United States, the United Kingdom, the Netherlands or Australia — or browse every region.
A win is a variant that beat its control on that test's primary goal with a statistically significant result. Tests that never got enough traffic to say anything either way are excluded. The methodology has the full detail, including what these numbers cannot tell you.
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