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The Definitive
Conversion Rate Optimization Guide
A/B testing
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Conversion Rate Optimization Guide
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Chapter 5

What is A/B Testing?

Split tests and A/B tests are like mini-experiments that help you improve your website or landing page conversion rate by helping you better understand what exactly compels your audience to take action. Is $5 off more compelling? Or will 10% savings bring more conversions? Red button? Or yellow?

By publishing multiple versions of the same page and driving web traffic to each, you can clearly determine which content is higher-performing and therefore get the highest possible conversion rate. Not to mention that you’ll also recognize patterns and learn about your target audience.

The basics of A/B testing

A/B testing, also known as split testing, lets you compare two versions of a landing page or webpage. You can then review the analytics to see which version performs better and which has a higher conversion rate. Once you’ve identified ‘the winner,’ you can send your test and direct all your traffic to only your highest performing content.

To get the best results, your A/B test should compare one variable at a time, such as a headline, color, font, image, or layout. Multivariate testing, on the other hand, looks at multiple variables at once.

In either case, the more you know about how your audience responds to particular types of content, the more effective your marketing will be.

How to do A/B testing

What are some variables you should test and try out?

  • Headlines: A headline can intrigue people to read more, or instantly turn traffic away. Your headline should be: compelling, informative, and concise.
  • ab test image 1
  • Page layout or template: See if your audience has a preference on the layout of your website. Layouts direct the visitor’s eye in different ways, so some templates work better than others depending on your audience and campaign type.
  • Background image: Different images create different emotional responses. Try a stock image versus an illustration versus original photography to see what resonates with your audience. Test the difference between product photos versus a lifestyle image versus a photo of your employees or customers.
  • ab test image 2
  • Form fields: Do you have too many or too few form fields in your opt-in page? This could cause friction at the conversion point, so test out different options.
  • Call to action (CTA): Is your CTA button the right color? Does it use the right copy to compel people to click? Test out a red versus orange button. See if using first-person language works better than third-person.
  • ab test image 3
  • Page length: Do you need a lot of words to explain your offering? Or do your visitors prefer short, sweet, and to the point? Try out different copy and content lengths to see what holds your audience’s attention.
  • ab test image 4
  • Testimonials: Customer reviews and endorsements usually increase the perceived value of your offerings, but they may not be necessary.Test different testimonial placements on the page and whether one review works better than another.

How do you actually run an A/B test?

Unlimited A/B testing is available to Pro and Advanced customers. Simply click on “Create New split Test,” add a variation, choose the page, set a traffic distribution, and launch your test!

A/B testing is one of the best ways to understand your audience and improve your conversion rate. You don’t know what will work until you try it out. The more testing you perform, the more intel you’ll collect about your audience, pages, and customers… so you can run even more successful campaigns in the future!

Continue reading:
Chapter 6
Creating a conversion-optimized website
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