How can you improve your accordion titles' conversion rate with A/B testing?

Accordion titles are the clickable headings that expand or collapse a section of content on a web page. They can help you organize your information, save space, and improve user experience. But how do you know if your accordion titles are effective at attracting and engaging your visitors? How can you optimize them for conversion?

One way to answer these questions is to use A/B testing, a method of comparing two versions of a web page element to see which one performs better. A/B testing can help you measure the impact of your accordion titles on metrics such as click-through rate, bounce rate, time on page, and conversions. By testing different variations of your accordion titles, you can find out what works best for your audience and your goals.

In this article, we will explain how to use A/B testing to improve your accordion titles' conversion rate. We will cover the following steps:

1 Define your objective

Before you start testing, you need to define what you want to achieve with your accordion titles. What is the main goal of your web page? What action do you want your visitors to take after reading your content? How will you measure your success? For example, your objective could be to increase the number of sign-ups for a free trial, and your success metric could be the conversion rate of visitors who click on the accordion title and sign up.

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Daniel Dobros

Sr. Product Marketing Manager | Marketing, Technology, and everything in between. |
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It depends if you already have some "fix" titles you want to use, then you will A/B test the order you place them or want to "play" with the text themselves. If the second you have to be consistent and keep trying different options, measure, take notes, and keep in the loop to find what better works for you.

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Madhuri Zende

Digital Marketing Manager & Strategist | Mastering Digital Transformation with Microsoft Dynamics 365 & Power Platform
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1. Goal: What action (purchase, signup) do you want after expanding? 2. Metrics: Track click-through rate (CTR) on titles. 3. Hypotheses: Brainstorm clear, action-oriented titles highlighting benefits. 4. Variations: Create a control (original title) and challenger variations. 5. Split Audience: Randomly show variations to users with A/B testing tools. 6. Analyze Results: See which title variation has the highest CTR (clicks). 7. Winner Takes All: Update titles with the winning variation. 8. Never Stop Testing: Use learnings to create even better titles and refine conversions.

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Syed Asad Ali 🌶

AI Product Marketing ✖ I post about shifting your mindset so you can realize your true potential ✖ Early-stage Investor
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Consider user engagement metrics like time on page or scroll depth. This holistic approach ensures that your accordion titles drive conversions and enhance overall user experience, leading to better long-term outcomes.

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2 Generate hypotheses

Next, you need to generate some hypotheses about how to improve your accordion titles. A hypothesis is a statement that predicts how a change in your web page element will affect your success metric. For example, a hypothesis could be: "Changing the accordion title from 'Frequently Asked Questions' to 'How to Get Started' will increase the conversion rate by 10%." You can base your hypotheses on your research, best practices, or intuition.

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Ramya Priya

Product Content @ Tellius | Intersection of Tech and Storytelling
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In addition to keyword effectiveness, try psycholinguistics—the study of how people comprehend, produce, and respond to language. Experiment with titles that use varying degrees of emotional appeal, concreteness vs. abstractness, and active vs. passive voice to see how these subtle linguistic changes affect engagement and conversion. Turn your titles into mini-narratives or questions that imply a story ("The Day I Learned the Truth About..."). This approach can pique curiosity more than traditional label-like titles. The Zeigarnik effect suggests that people remember uncompleted or interrupted tasks better than completed tasks. Use titles that suggest an incomplete story or knowledge gap.

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3 Create variations

Then, you need to create the variations of your accordion titles that you want to test. You can use a tool like Google Optimize, Optimizely, or VWO to create and run your A/B tests. You can change different aspects of your accordion titles, such as the wording, the tone, the length, the format, or the color. For example, you can test a question vs. a statement, a positive vs. a negative, a short vs. a long, or a bold vs. a normal title.

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Ramya Priya

Product Content @ Tellius | Intersection of Tech and Storytelling
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Discover language and terms frequently used by your target audience in forums, reviews, or social media. Test accordion titles that incorporate this user-generated vocabulary to increase relevance and authenticity.

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4 Run the test

After you create your variations, you need to run the test and collect data. You can choose how much traffic you want to allocate to each variation, how long you want to run the test, and what criteria you want to use to determine the winner. You can also segment your visitors by different attributes, such as location, device, or behavior, to see how they respond to your variations. You should run the test until you reach statistical significance, which means that the results are not due to chance.

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5 Analyze the results

Finally, you need to analyze the results and draw conclusions. You can use a tool like Google Analytics, Mixpanel, or Hotjar to track and visualize your data. You can compare the performance of your variations on your success metric and other metrics, such as clicks, bounces, or time on page. You can also look for insights and patterns in your data, such as which segments of your visitors preferred which variation, or why some variations performed better than others.

By following these steps, you can use A/B testing to improve your accordion titles' conversion rate. A/B testing can help you discover what resonates with your visitors, what motivates them to take action, and what boosts your web page performance. You can use A/B testing to experiment with different ideas, learn from your data, and optimize your web page design.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you improve your accordion titles' conversion rate with A/B testing?

1

2

3

4

5

6

1 Define your objective

2 Generate hypotheses

3 Create variations

4 Run the test

5 Analyze the results

6 Here’s what else to consider

Product Marketing

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How can you improve your accordion titles' conversion rate with A/B testing?

1

2

3

4

5

6

1 Define your objective

2 Generate hypotheses

3 Create variations

4 Run the test

5 Analyze the results

6 Here’s what else to consider

Product Marketing

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