{
  "schema_version": "2.0",
  "last_updated": "2026-08-23",
  "canonical_url": "https://www.mida.so/benchmarks.json",
  "human_readable_url": "https://www.mida.so/ab-testing-benchmarks",
  "methodology_url": "https://www.mida.so/benchmarks/methodology",
  "dataset": {
    "description": "Win rates from real A/B tests run on the Mida platform, cut by what was changed, the kind of page it was changed on, and the industry of the site.",
    "source": "First-party outcome data. Not a survey, a vendor estimate or a literature review.",
    "period_from": "August 2023",
    "period_to": "August 2026",
    "win_definition": "A variant that beat its control on that test's own primary goal with a statistically significant result. Flat and losing variants are both in the denominator.",
    "exclusions": [
      "Variants that never received enough traffic for the result to be readable.",
      "Measurement artefacts, chiefly conversion goals that fire on the variant's own page.",
      "Any cut supported by fewer than 30 tests is not published at all."
    ],
    "population_note": "Every account that ran a readable test, in-house teams and agencies alike. Nothing is filtered by who ran the experiment or how experienced they are, so these are base rates rather than what a well-run programme should expect.",
    "industry_source": "Derived from the verified domain the Mida tag fired on, covering 97.8% of tested variants. Not self-reported.",
    "median_lift_note": "median_lift_pct is null where a cut has fewer than ten winning variants, because one outlier would set the median. Do not read null as zero.",
    "attribution": "Mida, https://www.mida.so/ab-testing-benchmarks"
  },
  "by_change_type": [
    {
      "key": "layout",
      "name": "Layout",
      "sample": "250+",
      "win_rate_pct": 19,
      "flat_rate_pct": 67,
      "loss_rate_pct": 14,
      "median_lift_pct": 20.7,
      "win_rate_ci95": [
        16,
        24
      ],
      "url": "https://www.mida.so/change-types/layout"
    },
    {
      "key": "hero_image",
      "name": "Hero image",
      "sample": "100+",
      "win_rate_pct": 17,
      "flat_rate_pct": 65,
      "loss_rate_pct": 18,
      "median_lift_pct": 19.4,
      "win_rate_ci95": [
        12,
        23
      ],
      "url": "https://www.mida.so/change-types/hero-image"
    },
    {
      "key": "form",
      "name": "Form",
      "sample": "50+",
      "win_rate_pct": 16,
      "flat_rate_pct": 67,
      "loss_rate_pct": 17,
      "median_lift_pct": 21.4,
      "win_rate_ci95": [
        10,
        26
      ],
      "url": "https://www.mida.so/change-types/form"
    },
    {
      "key": "cta_color",
      "name": "CTA colour",
      "sample": "32 tests",
      "win_rate_pct": 16,
      "flat_rate_pct": 81,
      "loss_rate_pct": 3,
      "median_lift_pct": null,
      "win_rate_ci95": [
        7,
        32
      ],
      "url": "https://www.mida.so/change-types/cta-color"
    },
    {
      "key": "styling",
      "name": "Styling",
      "sample": "1,000+",
      "win_rate_pct": 15,
      "flat_rate_pct": 70,
      "loss_rate_pct": 16,
      "median_lift_pct": 15,
      "win_rate_ci95": [
        13,
        17
      ],
      "url": "https://www.mida.so/change-types/styling"
    },
    {
      "key": "price_framing",
      "name": "Price framing",
      "sample": "100+",
      "win_rate_pct": 13,
      "flat_rate_pct": 75,
      "loss_rate_pct": 12,
      "median_lift_pct": 27,
      "win_rate_ci95": [
        8,
        20
      ],
      "url": "https://www.mida.so/change-types/price-framing"
    },
    {
      "key": "cta_copy",
      "name": "CTA copy",
      "sample": "250+",
      "win_rate_pct": 12,
      "flat_rate_pct": 68,
      "loss_rate_pct": 20,
      "median_lift_pct": 21.8,
      "win_rate_ci95": [
        9,
        16
      ],
      "url": "https://www.mida.so/change-types/cta-copy"
    },
    {
      "key": "body_copy",
      "name": "Body copy",
      "sample": "250+",
      "win_rate_pct": 11,
      "flat_rate_pct": 76,
      "loss_rate_pct": 13,
      "median_lift_pct": 10.9,
      "win_rate_ci95": [
        8,
        14
      ],
      "url": "https://www.mida.so/change-types/body-copy"
    },
    {
      "key": "redirect",
      "name": "Split URL",
      "sample": "1,000+",
      "win_rate_pct": 11,
      "flat_rate_pct": 71,
      "loss_rate_pct": 18,
      "median_lift_pct": 23.9,
      "win_rate_ci95": [
        9,
        13
      ],
      "url": "https://www.mida.so/change-types/split-url"
    },
    {
      "key": "headline",
      "name": "Headline",
      "sample": "500+",
      "win_rate_pct": 10,
      "flat_rate_pct": 79,
      "loss_rate_pct": 11,
      "median_lift_pct": 17.2,
      "win_rate_ci95": [
        9,
        13
      ],
      "url": "https://www.mida.so/change-types/headline"
    },
    {
      "key": "social_proof",
      "name": "Social proof",
      "sample": "100+",
      "win_rate_pct": 9,
      "flat_rate_pct": 79,
      "loss_rate_pct": 12,
      "median_lift_pct": 25.8,
      "win_rate_ci95": [
        6,
        14
      ],
      "url": "https://www.mida.so/change-types/social-proof"
    }
  ],
  "by_change_type_and_page_type": [
    {
      "change_type": "styling",
      "change_type_name": "Styling",
      "page_type": "home",
      "page_type_name": "homepages",
      "win_rate_pct": 15,
      "median_lift_pct": 14.7,
      "win_rate_ci95": [
        12,
        18
      ],
      "change_type_all_pages_win_rate_pct": 15,
      "url": "https://www.mida.so/change-types/styling/homepages"
    },
    {
      "change_type": "headline",
      "change_type_name": "Headline",
      "page_type": "home",
      "page_type_name": "homepages",
      "win_rate_pct": 10,
      "median_lift_pct": 15.6,
      "win_rate_ci95": [
        8,
        14
      ],
      "change_type_all_pages_win_rate_pct": 10,
      "url": "https://www.mida.so/change-types/headline/homepages"
    },
    {
      "change_type": "redirect",
      "change_type_name": "Split URL",
      "page_type": "landing",
      "page_type_name": "landing pages",
      "win_rate_pct": 8,
      "median_lift_pct": 24,
      "win_rate_ci95": [
        6,
        12
      ],
      "change_type_all_pages_win_rate_pct": 11,
      "url": "https://www.mida.so/change-types/split-url/landing-pages"
    },
    {
      "change_type": "styling",
      "change_type_name": "Styling",
      "page_type": "detail",
      "page_type_name": "product pages",
      "win_rate_pct": 14,
      "median_lift_pct": 15,
      "win_rate_ci95": [
        10,
        18
      ],
      "change_type_all_pages_win_rate_pct": 15,
      "url": "https://www.mida.so/change-types/styling/product-pages"
    },
    {
      "change_type": "redirect",
      "change_type_name": "Split URL",
      "page_type": "detail",
      "page_type_name": "product pages",
      "win_rate_pct": 9,
      "median_lift_pct": 29.8,
      "win_rate_ci95": [
        6,
        14
      ],
      "change_type_all_pages_win_rate_pct": 11,
      "url": "https://www.mida.so/change-types/split-url/product-pages"
    },
    {
      "change_type": "redirect",
      "change_type_name": "Split URL",
      "page_type": "home",
      "page_type_name": "homepages",
      "win_rate_pct": 14,
      "median_lift_pct": 23.4,
      "win_rate_ci95": [
        11,
        19
      ],
      "change_type_all_pages_win_rate_pct": 11,
      "url": "https://www.mida.so/change-types/split-url/homepages"
    },
    {
      "change_type": "redirect",
      "change_type_name": "Split URL",
      "page_type": "lead_capture",
      "page_type_name": "lead capture pages",
      "win_rate_pct": 12,
      "median_lift_pct": 26.3,
      "win_rate_ci95": [
        8,
        18
      ],
      "change_type_all_pages_win_rate_pct": 11,
      "url": "https://www.mida.so/change-types/split-url/lead-capture-pages"
    },
    {
      "change_type": "headline",
      "change_type_name": "Headline",
      "page_type": "landing",
      "page_type_name": "landing pages",
      "win_rate_pct": 6,
      "median_lift_pct": 19.5,
      "win_rate_ci95": [
        3,
        11
      ],
      "change_type_all_pages_win_rate_pct": 10,
      "url": "https://www.mida.so/change-types/headline/landing-pages"
    },
    {
      "change_type": "headline",
      "change_type_name": "Headline",
      "page_type": "detail",
      "page_type_name": "product pages",
      "win_rate_pct": 18,
      "median_lift_pct": 27,
      "win_rate_ci95": [
        13,
        25
      ],
      "change_type_all_pages_win_rate_pct": 10,
      "url": "https://www.mida.so/change-types/headline/product-pages"
    },
    {
      "change_type": "cta_copy",
      "change_type_name": "CTA copy",
      "page_type": "home",
      "page_type_name": "homepages",
      "win_rate_pct": 11,
      "median_lift_pct": 24.7,
      "win_rate_ci95": [
        6,
        18
      ],
      "change_type_all_pages_win_rate_pct": 12,
      "url": "https://www.mida.so/change-types/cta-copy/homepages"
    },
    {
      "change_type": "layout",
      "change_type_name": "Layout",
      "page_type": "home",
      "page_type_name": "homepages",
      "win_rate_pct": 27,
      "median_lift_pct": 15,
      "win_rate_ci95": [
        20,
        35
      ],
      "change_type_all_pages_win_rate_pct": 19,
      "url": "https://www.mida.so/change-types/layout/homepages"
    },
    {
      "change_type": "body_copy",
      "change_type_name": "Body copy",
      "page_type": "detail",
      "page_type_name": "product pages",
      "win_rate_pct": 9,
      "median_lift_pct": 16.1,
      "win_rate_ci95": [
        5,
        16
      ],
      "change_type_all_pages_win_rate_pct": 11,
      "url": "https://www.mida.so/change-types/body-copy/product-pages"
    },
    {
      "change_type": "styling",
      "change_type_name": "Styling",
      "page_type": "listing",
      "page_type_name": "category pages",
      "win_rate_pct": 16,
      "median_lift_pct": 15.2,
      "win_rate_ci95": [
        10,
        24
      ],
      "change_type_all_pages_win_rate_pct": 15,
      "url": "https://www.mida.so/change-types/styling/category-pages"
    },
    {
      "change_type": "body_copy",
      "change_type_name": "Body copy",
      "page_type": "home",
      "page_type_name": "homepages",
      "win_rate_pct": 14,
      "median_lift_pct": 10.3,
      "win_rate_ci95": [
        9,
        22
      ],
      "change_type_all_pages_win_rate_pct": 11,
      "url": "https://www.mida.so/change-types/body-copy/homepages"
    },
    {
      "change_type": "styling",
      "change_type_name": "Styling",
      "page_type": "lead_capture",
      "page_type_name": "lead capture pages",
      "win_rate_pct": 10,
      "median_lift_pct": null,
      "win_rate_ci95": [
        6,
        19
      ],
      "change_type_all_pages_win_rate_pct": 15,
      "url": "https://www.mida.so/change-types/styling/lead-capture-pages"
    },
    {
      "change_type": "headline",
      "change_type_name": "Headline",
      "page_type": "lead_capture",
      "page_type_name": "lead capture pages",
      "win_rate_pct": 11,
      "median_lift_pct": null,
      "win_rate_ci95": [
        6,
        19
      ],
      "change_type_all_pages_win_rate_pct": 10,
      "url": "https://www.mida.so/change-types/headline/lead-capture-pages"
    },
    {
      "change_type": "hero_image",
      "change_type_name": "Hero image",
      "page_type": "home",
      "page_type_name": "homepages",
      "win_rate_pct": 18,
      "median_lift_pct": 19.4,
      "win_rate_ci95": [
        10,
        28
      ],
      "change_type_all_pages_win_rate_pct": 17,
      "url": "https://www.mida.so/change-types/hero-image/homepages"
    },
    {
      "change_type": "layout",
      "change_type_name": "Layout",
      "page_type": "detail",
      "page_type_name": "product pages",
      "win_rate_pct": 6,
      "median_lift_pct": null,
      "win_rate_ci95": [
        2,
        15
      ],
      "change_type_all_pages_win_rate_pct": 19,
      "url": "https://www.mida.so/change-types/layout/product-pages"
    },
    {
      "change_type": "social_proof",
      "change_type_name": "Social proof",
      "page_type": "home",
      "page_type_name": "homepages",
      "win_rate_pct": 15,
      "median_lift_pct": null,
      "win_rate_ci95": [
        8,
        26
      ],
      "change_type_all_pages_win_rate_pct": 9,
      "url": "https://www.mida.so/change-types/social-proof/homepages"
    },
    {
      "change_type": "social_proof",
      "change_type_name": "Social proof",
      "page_type": "detail",
      "page_type_name": "product pages",
      "win_rate_pct": 8,
      "median_lift_pct": null,
      "win_rate_ci95": [
        4,
        18
      ],
      "change_type_all_pages_win_rate_pct": 9,
      "url": "https://www.mida.so/change-types/social-proof/product-pages"
    },
    {
      "change_type": "styling",
      "change_type_name": "Styling",
      "page_type": "landing",
      "page_type_name": "landing pages",
      "win_rate_pct": 11,
      "median_lift_pct": null,
      "win_rate_ci95": [
        5,
        22
      ],
      "change_type_all_pages_win_rate_pct": 15,
      "url": "https://www.mida.so/change-types/styling/landing-pages"
    },
    {
      "change_type": "headline",
      "change_type_name": "Headline",
      "page_type": "content",
      "page_type_name": "content pages",
      "win_rate_pct": 6,
      "median_lift_pct": null,
      "win_rate_ci95": [
        2,
        16
      ],
      "change_type_all_pages_win_rate_pct": 10,
      "url": "https://www.mida.so/change-types/headline/content-pages"
    },
    {
      "change_type": "redirect",
      "change_type_name": "Split URL",
      "page_type": "content",
      "page_type_name": "content pages",
      "win_rate_pct": 10,
      "median_lift_pct": null,
      "win_rate_ci95": [
        4,
        21
      ],
      "change_type_all_pages_win_rate_pct": 11,
      "url": "https://www.mida.so/change-types/split-url/content-pages"
    },
    {
      "change_type": "price_framing",
      "change_type_name": "Price framing",
      "page_type": "home",
      "page_type_name": "homepages",
      "win_rate_pct": 16,
      "median_lift_pct": null,
      "win_rate_ci95": [
        9,
        29
      ],
      "change_type_all_pages_win_rate_pct": 13,
      "url": "https://www.mida.so/change-types/price-framing/homepages"
    },
    {
      "change_type": "cta_copy",
      "change_type_name": "CTA copy",
      "page_type": "detail",
      "page_type_name": "product pages",
      "win_rate_pct": 6,
      "median_lift_pct": null,
      "win_rate_ci95": [
        2,
        17
      ],
      "change_type_all_pages_win_rate_pct": 12,
      "url": "https://www.mida.so/change-types/cta-copy/product-pages"
    },
    {
      "change_type": "styling",
      "change_type_name": "Styling",
      "page_type": "checkout",
      "page_type_name": "checkout pages",
      "win_rate_pct": 11,
      "median_lift_pct": null,
      "win_rate_ci95": [
        5,
        23
      ],
      "change_type_all_pages_win_rate_pct": 15,
      "url": "https://www.mida.so/change-types/styling/checkout-pages"
    },
    {
      "change_type": "layout",
      "change_type_name": "Layout",
      "page_type": "landing",
      "page_type_name": "landing pages",
      "win_rate_pct": 14,
      "median_lift_pct": null,
      "win_rate_ci95": [
        7,
        28
      ],
      "change_type_all_pages_win_rate_pct": 19,
      "url": "https://www.mida.so/change-types/layout/landing-pages"
    },
    {
      "change_type": "cta_copy",
      "change_type_name": "CTA copy",
      "page_type": "lead_capture",
      "page_type_name": "lead capture pages",
      "win_rate_pct": 21,
      "median_lift_pct": null,
      "win_rate_ci95": [
        11,
        36
      ],
      "change_type_all_pages_win_rate_pct": 12,
      "url": "https://www.mida.so/change-types/cta-copy/lead-capture-pages"
    },
    {
      "change_type": "price_framing",
      "change_type_name": "Price framing",
      "page_type": "detail",
      "page_type_name": "product pages",
      "win_rate_pct": 8,
      "median_lift_pct": null,
      "win_rate_ci95": [
        3,
        21
      ],
      "change_type_all_pages_win_rate_pct": 13,
      "url": "https://www.mida.so/change-types/price-framing/product-pages"
    },
    {
      "change_type": "redirect",
      "change_type_name": "Split URL",
      "page_type": "pricing",
      "page_type_name": "pricing pages",
      "win_rate_pct": 14,
      "median_lift_pct": null,
      "win_rate_ci95": [
        6,
        29
      ],
      "change_type_all_pages_win_rate_pct": 11,
      "url": "https://www.mida.so/change-types/split-url/pricing-pages"
    },
    {
      "change_type": "layout",
      "change_type_name": "Layout",
      "page_type": "listing",
      "page_type_name": "category pages",
      "win_rate_pct": 21,
      "median_lift_pct": null,
      "win_rate_ci95": [
        11,
        38
      ],
      "change_type_all_pages_win_rate_pct": 19,
      "url": "https://www.mida.so/change-types/layout/category-pages"
    },
    {
      "change_type": "cta_copy",
      "change_type_name": "CTA copy",
      "page_type": "landing",
      "page_type_name": "landing pages",
      "win_rate_pct": 10,
      "median_lift_pct": null,
      "win_rate_ci95": [
        3,
        25
      ],
      "change_type_all_pages_win_rate_pct": 12,
      "url": "https://www.mida.so/change-types/cta-copy/landing-pages"
    }
  ],
  "by_industry": [
    {
      "name": "E-commerce",
      "win_rate_pct": 14,
      "median_lift_pct": 15,
      "win_rate_ci95": [
        12,
        15
      ],
      "url": "https://www.mida.so/industries/e-commerce"
    },
    {
      "name": "SaaS / Software",
      "win_rate_pct": 9,
      "median_lift_pct": 31.5,
      "win_rate_ci95": [
        7,
        12
      ],
      "url": "https://www.mida.so/industries/saas-software"
    },
    {
      "name": "Professional Services",
      "win_rate_pct": 14,
      "median_lift_pct": 16.4,
      "win_rate_ci95": [
        12,
        18
      ],
      "url": "https://www.mida.so/industries/professional-services"
    },
    {
      "name": "Finance & Insurance",
      "win_rate_pct": 16,
      "median_lift_pct": 17.3,
      "win_rate_ci95": [
        13,
        20
      ],
      "url": "https://www.mida.so/industries/finance-insurance"
    },
    {
      "name": "Education",
      "win_rate_pct": 10,
      "median_lift_pct": 23,
      "win_rate_ci95": [
        7,
        13
      ],
      "url": "https://www.mida.so/industries/education"
    },
    {
      "name": "Health & Wellness",
      "win_rate_pct": 15,
      "median_lift_pct": 14.7,
      "win_rate_ci95": [
        11,
        19
      ],
      "url": "https://www.mida.so/industries/health-wellness"
    },
    {
      "name": "Media & Publishing",
      "win_rate_pct": 15,
      "median_lift_pct": 41.2,
      "win_rate_ci95": [
        10,
        20
      ],
      "url": "https://www.mida.so/industries/media-publishing"
    },
    {
      "name": "Marketplace",
      "win_rate_pct": 12,
      "median_lift_pct": 18.5,
      "win_rate_ci95": [
        8,
        17
      ],
      "url": "https://www.mida.so/industries/marketplace"
    },
    {
      "name": "Travel & Hospitality",
      "win_rate_pct": 11,
      "median_lift_pct": 22.2,
      "win_rate_ci95": [
        6,
        17
      ],
      "url": "https://www.mida.so/industries/travel-hospitality"
    },
    {
      "name": "Healthcare",
      "win_rate_pct": 8,
      "median_lift_pct": null,
      "win_rate_ci95": [
        4,
        15
      ],
      "url": "https://www.mida.so/industries/healthcare"
    },
    {
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      "win_rate_ci95": [
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        29
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    }
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        19
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    },
    {
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      "change_type_name": "Split URL",
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        15
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      "industry_all_change_types_win_rate_pct": 14,
      "url": "https://www.mida.so/industries/e-commerce/split-url"
    },
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        10
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    },
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        22
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      "industry_all_change_types_win_rate_pct": 14,
      "url": "https://www.mida.so/industries/e-commerce/layout"
    },
    {
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      "change_type_name": "Split URL",
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        17
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      "url": "https://www.mida.so/industries/saas-software/split-url"
    },
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        18
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      "url": "https://www.mida.so/industries/professional-services/styling"
    },
    {
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      "change_type_name": "Headline",
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        14
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      "url": "https://www.mida.so/industries/e-commerce/headline"
    },
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      "change_type_name": "Split URL",
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      "median_lift_pct": 18.7,
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        25
      ],
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      "industry_all_change_types_win_rate_pct": 16,
      "url": "https://www.mida.so/industries/finance-insurance/split-url"
    },
    {
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      "change_type_name": "Styling",
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        22
      ],
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      "url": "https://www.mida.so/industries/saas-software/styling"
    },
    {
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      "change_type_name": "Split URL",
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      "median_lift_pct": 26.3,
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        13
      ],
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      "industry_all_change_types_win_rate_pct": 10,
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    },
    {
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      "change_type_name": "Body copy",
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        21
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      "url": "https://www.mida.so/industries/e-commerce/body-copy"
    },
    {
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        34
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      "url": "https://www.mida.so/industries/health-wellness/headline"
    },
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        15
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    },
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        22
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      "url": "https://www.mida.so/industries/professional-services/headline"
    },
    {
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      "change_type_name": "Headline",
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        24
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      "url": "https://www.mida.so/industries/finance-insurance/headline"
    },
    {
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        15
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      "url": "https://www.mida.so/industries/education/headline"
    },
    {
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      "change_type": "social_proof",
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        16
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      "url": "https://www.mida.so/industries/e-commerce/social-proof"
    },
    {
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      "change_type": "cta_copy",
      "change_type_name": "CTA copy",
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        27
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      "url": "https://www.mida.so/industries/e-commerce/cta-copy"
    },
    {
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      "change_type_name": "Styling",
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        22
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      "url": "https://www.mida.so/industries/marketplace/styling"
    },
    {
      "industry": "E-commerce",
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      "change_type_name": "Price framing",
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        22
      ],
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      "industry_all_change_types_win_rate_pct": 14,
      "url": "https://www.mida.so/industries/e-commerce/price-framing"
    },
    {
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      "change_type_name": "Split URL",
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        22
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      "url": "https://www.mida.so/industries/professional-services/split-url"
    },
    {
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        25
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      "industry_all_change_types_win_rate_pct": 16,
      "url": "https://www.mida.so/industries/finance-insurance/styling"
    },
    {
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      "change_type_name": "Split URL",
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        15
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      "url": "https://www.mida.so/industries/media-publishing/split-url"
    },
    {
      "industry": "SaaS / Software",
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      "win_rate_ci95": [
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        9
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      "industry_all_change_types_win_rate_pct": 9,
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    },
    {
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        26
      ],
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      "industry_all_change_types_win_rate_pct": 14,
      "url": "https://www.mida.so/industries/e-commerce/hero-image"
    },
    {
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        18
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    },
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    },
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        25
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    },
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    },
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    },
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    },
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        27
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    },
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        24
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    },
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    },
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        19
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    },
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        24
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    },
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      "url": "https://www.mida.so/industries/professional-services/layout"
    }
  ]
}