The webpage shares results from A/B tests conducted by various companies to improve their user interfaces and conversion rates. It provides examples of tests on aspects like product pages, checkout flows, and signup forms. Specific patterns that have been tested include recommendations, social proof, repetition of calls to action, and reducing form fields. The page also outlines 75 initial conversion optimization ideas in areas like layout, personalization, and pricing. Users can browse patterns by metric, screen, or tag to find solutions for ecommerce, lead generation, or SaaS applications. The goal is to help companies learn from each other’s experimentation and data to continuously enhance their digital experiences.