Using A/B Testing to Improve Website Conversions

You’re trying to sell something online, and you have different ideas for how your website should look. One idea has a big, bold headline and a red “Buy Now” button, another has a softer headline and a blue button. How do you know which one will generate more clicks and purchases? You can guess, but it’s much better to test both ideas and see which one actually works best. That’s exactly what you do with A/B testing.

A/B testing is when you try two different versions of something on your website, like headlines or images, to see which one gets more people to take action—whether it’s clicking a button, signing up, or buying something. This helps you make sure your website is doing the best job possible at turning visitors into customers.

💡 Pro Tip: A/B Testing Is Crucial to Increasing Conversions

We all have different tastes, right? Different people like different things. What might catch one person’s eye might not work for someone else. That’s why you need to test different ideas instead of guessing. You need to find out what makes more people to buy or sign up on your website.

What You Can Test

When you start A/B testing, you can test many parts of your website. Here are some of the most important things to try:

1. Headlines

Your headline is the first thing people notice—kind of like when someone walks into a room with an epic hat. It tells them what your page is about. You want it to grab attention. A small change in wording can make a huge difference in how many people stay and read more.

For example, you could test two different headlines: “Get More Done with Our Software” vs. “Tired of Wasting Time? Our Software Helps You Work Faster.” Both say similar things, but they might speak to different people in different ways.

2. Buttons (CTAs)

The “Buy Now” button is basically the point where you say, “Alright, now’s the time to dance!” If your button isn’t appealing enough, people might not click it.

Test phrases like “Start Your Free Trial” versus “Take a Free Spin” and see which one gets more action. And while you're at it, test out different colours. Does a red button scream “Urgent!” while the blue one whispers, “Take your time, no rush?” Only testing will tell!

3. Images and Videos

You know that saying, "A picture is worth a thousand words?" Well, in A/B testing, it could be worth a thousand bucks. People tend to look at visuals before they read text.Test different images, or experiment with adding or removing videos to see which one catches more eyes and wallets.

Try one image of a smiling customer using your product, and another of the product itself. Is it the happy face that sells, or the fancy gadget? No need to guess—test it!

4. Forms

Forms are how you collect information from visitors, like their email addresses. But if your form asks for too much information, people might not fill it out. You can test shorter forms to see if that makes more people sign up.

A/B testing different lengths of forms can show you how much information is too much, allowing you to find the sweet spot between gathering data and getting people to convert.

5. Page Layout

Page layout plays a major role in the user experience. Test one-column vs. two-column layouts, or experiment with the placement of images, text, and CTAs to see which one leads to more conversions.

Some studies have shown that placing CTAs above the fold increases engagement, while others suggest that users are more likely to click if the CTA appears after they've scrolled through some content. Testing layouts will help you find out which design makes your visitors stay longer and take action.

Tools for Running A/B Tests

Now that you know what to test, how do you actually run these tests? Luckily, running A/B tests doesn’t require coding skills or building two separate websites. There are tools that make it as easy as pressing play on a Spotify playlist.

These tools will let you show one version of your site to some visitors and another version to others, and then compare the results. Here are a few to get you started:

1. Google Optimize

This is a free tool from Google that works with Google Analytics. It’s easy to set up and great for beginners. It lets you test different versions of your site and shows you which one performs better.

2. Optimizely

Optimizely is a more advanced tool with lots of features. It’s great for businesses that want to run many tests and need more detailed reports. It helps you test different ideas in real time and shows which changes get better results.

3. Visual Website Optimizer (VWO)

This tool is easy to use, and it’s good for businesses that want to test without needing a developer. You can make changes directly on your website using a visual editor, and VWO will track the results for you.

4. Unbounce

Unbounce is perfect for testing landing pages. If your website uses landing pages to get leads or sales, you can use Unbounce to test different versions and see which one brings in more customers.

How to Analyze Test Results and Apply Them

Okay, so you’ve run your test. Now, how do you know who won the “dance-off”?

Running the test is only half the battle. After running, you’ll have two versions of your website: the original and the variation. How do you know which one is better? The answer lies in the data. you need to know how to analyze it effectively to make decisions that will improve conversions.

Key Metrics to Track

1. Conversion Rate: This is the main metric you’ll be focusing on. Did the variation lead to more conversions than the original version? If the new version gets more people dancing (aka converting), you’ve got a winner.

2. Bounce Rate: The bounce rate tells you how many people walked into your party, took one look, and walked right back out. The lower the bounce rate, the better. You want people to stay, have fun, and maybe even hit the dance floor (convert).

A lower bounce rate means people are finding what they need on your page. If the bounce rate goes down, your new version is likely better. A high bounce rate might indicate that visitors didn’t find what they were looking for, meaning the change you tested may not be resonating with your audience.

3. Click-Through Rate (CTR): If you’re testing CTAs or buttons, the CTR will tell you how many people clicked on the element being tested. A higher CTR suggests that the change you made was effective.

💡Pro Tip: Make Sure the Results Are Reliable

Even if one version looks like it’s performing better, you need to make sure your results are reliable before making any permanent changes. This is called "statistical significance." It just means that the difference in results is not due to random chance.

You want to ensure consistency in results over a period of time.

Many A/B testing tools will tell you when your test results are statistically significant. Once you see that, you can confidently apply the changes to your website.

Don’t stop there—A/B testing is an ongoing process. Continuously test new elements as your business evolves, your audience changes, or new trends emerge.

Real-Life Examples of A/B Testing

1. HubSpot CTA Test: HubSpot tested a simple CTA that said “Download Ebook” against a more action-driven version that said “Get Your Free Ebook Now.” The second version led to 14% more people clicking the button and downloading the ebook. Small changes like this demonstrate how urgency can push users to act.
2. Unbounce Form Test: Unbounce tested the length of a form on one of their landing pages. They removed two fields, which led to a 13% increase in form submissions. This test proved that simplicity often wins when it comes to gathering customer information.

What to Do Next

A/B testing isn’t a one-time thing. Just like practicing dance moves, you keep testing and improving. Today’s hot move might not be cool tomorrow. You should constantly test different parts of your website to see what works best. Your audience might change over time, or you might want to try out new ideas.

The goal is always to improve your website’s performance bit by bit. With each test, you’ll learn something new about what makes your visitors convert. And with each small improvement, your overall conversion rate will go up.

🗝️KEY INSIGHTS IN TODAY'S PIECE

A/B testing is a simple but powerful way to make sure your website is performing at its best. By testing different headlines, buttons, images, and other elements, you can find out what really works for your audience. The more you test, the more you’ll learn, and the better your website will become at turning visitors into customers.

It doesn’t have to be complicated. Start small, use the tools available, and focus on one change at a time. With A/B testing, you can take the guesswork out of improving your website and rely on real data to make the right choices.

Get expert guidance for your website today.

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