5 A/B Tests to Try on Your Website

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Ideas and Strategies for Real-Time Personalization
5 A/B Tests to Try on Your Website

November 18, 2015 by

One of the biggest challenges in conversion rate optimization (CRO) is idea generation: how do you come up with new ideas to try, especially when your brain is preoccupied with other things?  You don’t have the time to test your hunches when you’re busy running day-to-day marketing campaigns, managing multiple programs and planning your next customer event. Here are some ideas to help fill the gaps:

1. Test your call-to-action (CTA) language

CTAs are more powerful than they initially seem. With a few subtle word choices, you can dramatically improve your signups and downloads. CTAs also seem to evolve as a ‘fashion’ trend. In the early years of the internet, ‘click here’ was cool, but now it’s perceived as spammy. Today, marketers are using direct, easy-going and descriptive CTAs. For example, ‘download this guide’ or ‘get this resource’ are tactical, to the point, and benefit-oriented. Audiences know exactly what they’re going to get from clicking on a company’s big orange button.

With the right marketing technology, you can test CTAs without having to re-code your site or landing pages. Test short CTAs and long ones too. Anything goes, as long as you are enticing your audiences to click; the testing results will help you understand what language resonates best with your audiences.

2. Add some social proof

Do you have some awesome stats and facts to share about your customer base? Why not test that messaging on the highest trafficked parts of your website? Social proof can be anything ranging from customer logos to social follower counts to customer testimonials. Just be sure to choose data points and customer stories that count.

A/B test different types of social proof, including testimonials, product usage stats, customer logos, and even your social media metrics. Continue adding different social proof elements until you notice an increase in your conversion rate.

As a point of inspiration, take a look at HubSpot’s homepage. The marketing and sales software provider incorporates a range of social proof elements to build trust around its company and brand.

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HubSpot regularly shares product usage, engagement, and social media metrics to highlight its influence as a company.

3. Test personalized offers

Do you have a blog? Chances are that your conversion metrics include email list or free trial signups. Chances are also that you get a lot of ‘nos’ to pop-ups and opt-in promotions. Why not give your audiences a less obtrusive and more relevant offer they can’t refuse?

A personalized offer would increase your conversions. Target your audiences with a strong value proposition that is tailored to their needs. Their website browsing patterns can tell you what information they might be seeking. Test out inline offers related to their preferred topic like a relevant eBook or pertinent article.

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Intuit QuickBase targets its content and content-related offers to audiences based on their on-site browsing activity.

4. Reduce your form fields

How many form fields do your audiences need to fill out before hitting ‘submit?’ This is actually a trick question. Your audience doesn’t need or want to fill out anything!

Form fields are a pain to complete. Make this process as easy as possible. You can test the ‘bliss point’ by A/B testing different options.  And if you absolutely need lots of data to support sales lead routing in your organization, consider presenting the fields sequentially on subsequent screens.

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To increase signups, Fundable has simplified its form submission process to the bare-bones necessary fields. 

5. Test your pricing page

When was the last time you gave your pricing page a visit? Have you tested any new ways of displaying your pricing and communicating your value too?

There are many concepts that you can test. You can test your messaging, display of information and even the pricing itself. Experiment with different options, and see what boosts your conversion rates. This is something that you can test continuously, slowly, steadily, and over the long term. A/B testing is the best way to enhance your odds of conversion.

Final thoughts: add real-time targeted testing

With real-time messaging and targeting, you can add another dimension to your A/B testing strategy. Vary the experience and test different options for different audiences with targeted testing. If you’re running a high-volume traffic campaign, you can even see who’s responding to your messaging and taking action now. Real-time technology can help you find the optimal messaging and moment for reaching different audience segments. It’s an even more powerful method of A/B testing and CRO.

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