In this article, we will embark on an odyssey through the archetypal landscape of 10 simple A/B tests that have the potential to transform conversion rates overnight, unravelling profound insights and lessons along the way.
How A/B testing websites came to be “a thing“.
Web designers are knocked over every day by angry clients, but when the incident involves conversion rates it’s a whole other story.
Instead of settling the thing with civilised discourse, or at the very worst a heated exchange, the clients stomp the designers by refusing to pay what’s owed to them.
It takes only two or three bad clients, and no more than two minutes, to wreck a web design business and put the designer in a mental institution from the stress of withheld payments.
Chances are, the client won’t be sued, but even if they are then legal costs vastly outweigh whatever sum the designer recoups from their efforts.
And the client knows it.
At best, the web designer feels hurt and scandalised that such a thing as a client not honouring their contract could have happened.
But who’s at fault?
The designer did their job. They handed over a website design that the client was initially very happy with.
The client had high expectations. They believed that a redesign of their website would get them more sales. When things don’t turn out the way they expect, then they feel that the fault lies with what the designer has or has not done.
Any sensible person knows the answer.
Enter A/B testing.
In the vast realm of web design, a powerful technique for boosting conversion rates emerged. It’s called A/B testing and when it was first introduced it caused a spectacular bust, causing huge headlines in industry publications.
At first, there was a bloody pile-up.
The new breed of conversion rate optimization experts clashed with established web designers who shoved and spat obscenities at each other among the wreckage.
Sure, times have changed and everyone from bin men to top executives knows that conversion rate optimisation is a good thing to do.
However, few understand that there must be a balance between what looks great and what gets conversions.
A/B testing enables marketers to compare two different versions of a website element to determine what works best for their audience.
Here are 10 simple A/B tests that you can run to skyrocket your conversion rates:
A/B test your Headlines.
The headline is one of the first things that a visitor encounters when they arrive on your web page.
It must be engaging, informative, and persuasive.
A/B test different headlines, testing variations in length, tone, and language.
Observe the emotional and psychological impact of each variation on your audience that resonates most deeply with their desires and aspirations.
You’ll quickly find that there’s a massive gulf between each conversion rate as well as how visitors behave.
A/B test Calls-to-Action (CTAs).
The CTA is the portal through which visitors cross into the realm of conversion.
Test different CTAs by altering the colour, shape, and copy.
Seek the perfect balance of urgency and allure, enticing your visitors to take that crucial next step.
A/B test landing page layouts.
The layout of a landing page can significantly impact its effectiveness.
Experiment with different layouts, paying close attention to the hierarchy of information and the natural flow of the user experience.
Through these trials, you will discover the most intuitive and engaging arrangement for your content.
Also, look to A/B test the length of your landing pages as you’ll most likely find that shorter variants with less copy get higher conversion rates.
A/B tests for product images and visual elements.
Visual elements play a vital role in capturing attention and conveying emotion.
Test various images, including illustrations, photographs, and animations.
By carefully selecting visuals that evoke the right emotional response, you will create a deeper connection with your audience.
In addition, pay close attention to the perceived value of your product or service (see: Why Some Product Images Get More Sales) and experiment with colour (see: Black Colour Psychology and Red Colour Psychology).
A/B test social proof.
Social proof is a powerful psychological tool that can increase trust and credibility.
Test different forms of social proof, such as testimonials, reviews, and endorsements as well as real-time notifications of conversions.
By showcasing the experiences, thoughts and feelings of others, you awaken confidence in your visitors that your service or product is the solution to what they’re looking for.
Fear of Missing Out (FOMO).
FOMO is a potent motivator in the human psyche.
Experiment with elements that convey scarcity, urgency, or exclusivity, such as limited-time offers, countdown timers, or low-stock notifications.
By tapping into this primal emotion, you can encourage action and drive conversions.
A/B test your website navigation.
The ease of navigation on your website is crucial in guiding your visitors towards what they’re looking for.
Test different navigation styles and placements across multiple devices, to ensure a seamless and intuitive user experience.
A/B test forms and fields.
The act of completing a form is the moment when visitors commit to your offer.
A/B test various form lengths, field types, and layouts to find the optimal balance between usability and information gathering.
By understanding the user’s willingness to share information, you can craft a form that gently guides them towards conversion.
Experiment with different value propositions.
The value proposition is the crux of your offering, the reason a visitor chooses to convert.
A/B test different value propositions, exploring variations in language, tone, and emphasis.
Determine which aspects of your value proposition resonate most strongly with your audience, and use this insight to craft a compelling message that speaks to their deepest desires.
A/B test the return loop.
The post-conversion experience is the triumphant return of a customer and a crucial moment in maintaining a lasting relationship with your audience.
Test different post-conversion experiences, such as thank-you pages, follow-up emails, and personalized content.
By creating a memorable and satisfying conclusion to their journey, you will foster brand loyalty and encourage repeat conversions.
Let ‘er rip tater chimp.
By embracing the archetypal journey of A/B testing, the marketer transcends their previous limitations, unveiling newfound wisdom and understanding.
These 10 simple A/B tests offer profound opportunities for growth and a brand’s self-discovery.
Approach A/B testing with courage, curiosity, and a willingness to be transformed, and you will not only optimize conversion rates but also embark on a path of continuous self-improvement and enlightenment.