I've run hundreds (I don't know the actual number) of AB tests and I seem to always re-learn this lesson (like once a month): "Wait, a huge fraction of our customers had no idea we offered [this super valuable/cool thing]? How is this possible?!" For example: - fine print that says there's a price match guarantee (are you kidding?!) - not knowing there are other flavors of your edible - not knowing there are $50 accessories that make your $1500 purchase that much better. - Not knowing there is free shipping (what?!) Here's an article that goes into a case study of putting a benefit in the navbar and how that affected sales. This can be really valuable for a lot of companies -- ecommerce and otherwise.
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