A/B testing involves testing out two variations of a piece of content, web page or landing page in order to see what works best for your audience. The practice can help you improve your website, increase conversions and ultimately get more customers through your door.
But what exactly should you be A/B testing on your website?
Below are some ideas to get you started.
Firstly, it’s important to focus on one thing to test at a time – this way, your results will be clearer and easier to action. If you have a long list of variables you wish to test, prioritise them and select the one that you assume is going to make the most impact. You can always do future tests on separate variables later down the line.
A/B test the content on your page.
One of the most obvious things to A/B test on a website is the content on the page, whether this is a header or the actual body copy of the website.
Page headings and subheadings can make a dramatic difference in the way your customers interact with your content, so you want to make sure they instantly grab the reader’s attention and offer value.
Meanwhile, the copy of the page should fully resonate with your target audience, immediately describing the benefits of your product or service, rather than focusing only on the features.
Some ways you may want to experiment include the writing style and formatting of the text. For example, one version could be quite conversational and the other – whilst sticking with the same content – could be broken down into skimmable, bullet points and short paragraphs.
A/B test the design and layout of your page.
A/B testing can also give you insights into the design and layout of your web page and help you decide where to position certain elements.
For example, you may want to test to see whether a video of your product or service leads to more conversions than a photo.
Or alternatively, you could switch up the position of the call to action button to see if having it at the top of the page would increase the number of click-throughs.
A/B testing can also help you declutter pages of your website and remove content and design elements that don’t add anything to the user experience.
A/B test your website’s navigation and useability.
How many clicks does it take for a customer to find what they’re looking for on your website?
Can this process be simplified?
You want to design your website’s navigation so that a user reaches their goal in as few clicks as possible. One key point to note when thinking about usability is eliminating distractions that don’t take the user to their desired destination or goal.
By A/B testing different navigation styles, you can see which process works the best and leads to more conversions.
A/B test the call to action on your page.
Every page on your website should have a clear call to action (CTA).
This is where the magic happens and it’s the moment a visitor decides whether or not they want to be your customer.
Try A/B testing the copy on your CTA (i.e. buy now, enquire today, sign up), the position of your CTA and the sizing and design of your CTA to see which variation is the best at leading to clicks and conversions.
Want to find out more about A/B testing?
You may find these guides helpful:
- Three Things To Do Before You Start an A/B Test
- Three Things To Remember During an A/B Test
- Three Actions To Take After An A/B Test
- How To Optimise Your Ecommerce Site With A/B Testing
Meanwhile, if you want to discuss A/B testing for your website, speak with a member of our team right now.
