Using AB testing, Spreadshirt created a new website (image 2 below) as a variation of their previous website (control; image 1). In their new design, they decided to put less information than in the control and increased both the clicks by 606% and the engagement by 11.2%. As you can see, our prediction shows that the variation is indeed better than the control version as it has a higher overall score for the audience. The headline, the graph and the CTA are more attention-grabbing and memorable. Here the recommendations for optimization are to tweak the headline of the image 2.