6 Simple A/B Tests to Optimize Your Conversion Rate

1.3K

Key takeaways

• Use A/B testing as a hypothesis-driven experiment: change one element, run both versions and keep the version that produces noticeably better results.
• Start with your CTA: test size, colour, placement and clarity; avoid vague wording and include specific outcomes or timeframes.
• Try a free trial instead of an immediate “buy now” when feasible to reduce purchase hesitation and build goodwill. Test its impact because it won’t suit all products.
• Display a visible trust/security symbol to reassure visitors supplying personal or financial information and help increase conversions.
• Include customer reviews and testimonials on pages and in emails to build confidence and improve brand image.
• Test headlines for attention: use numbers, keywords, emotional triggers or how‑to/question formats, but keep headlines concise and avoid run‑ons.
• Optimize forms by asking only what’s necessary; long or tedious forms drive people away.

6 Simple A/B Tests to Optimize Your Conversion Rate

Picture this scenario: Your email marketing campaign has started to see success in redirecting customers back to your site, but you feel like you could do better. So what now? If you’re looking for a useful tool to help decipher the best methods of gaining customers and increasing revenue, A/B testing is the way to go.

Of course, this process comes with a learning curve and a little trial and error to see what produces the best results. But when combined with a smart email marketing campaign, A/B testing can make a big difference in your online visibility. Think of it this way – the A/B test is like a science experiment. You ask yourself a question, create a hypothesis and test it out. If one version gets noticeably better results than the other, you know you want to continue with it.

Experiment with Your Call to Action

Start with a call to action, or CTA, that’s either on your home page or part of an email campaign. Typical CTAs include “buy now,” “get started,” or any other action that’s used to help get the user to interact with your promotional content or products. Web Designer suggests considering things like size, color, placement and clarity. Remember that you want your CTA to stand out and be easy to find, otherwise you can’t expect much of a response. Making it impossible to miss can come off as too pushy though, so you need to be careful to strike the right balance. Choosing the right color can be just as important. Marketing expert Paul Olyslager points out that colors evoke certain emotions and can therefore impact your conversion rate, so choose carefully.

Perhaps the biggest thing to consider when running an A/B test with your CTA is clarity. An effective CTA must be easy to interpret. Avoid vague terms, and include specifics like outcomes or timeframes.

Free Trials in the Place of Buy It Now

Shoppers naturally feel hesitant when considering a purchase from a site they are unfamiliar with. No one wants to spend money on a product they don’t like. To help combat this, try offering a free trial. Since there are no strings attached, shoppers will have a serious incentive to give your products a chance. If they don’t like the product, there’s no harm done and you’re likely to still build some good will you can capitalize on later. If they do like it, they can go on to purchase it after the trial. Naturally, this won’t work for certain products and services, but if you can support this process, it’s worth testing to see the impact it will have on your conversions.

Add a Trust Symbol

Savvy browsers are cautious when it comes to supplying websites with personal or financial information. We’re all aware of the perils of viruses and scams, so you can’t fault your shoppers for being careful. If you’re having trouble getting visitors to purchase what you’re selling, make sure the icon for your sites security is easily visible to reassure them that your site is legitimate and that you have taken the necessary precautions to safeguard their financial information. This can be a major selling point, especially if your products range on the pricey side. Showing off your security features reliably increases conversion rates and gains you return traffic from shoppers who feel comfortable on your pages and with your email marketing plan.

Include Opinions and Testimonials

Make room on your website for customer reviews and testimonials. Seeing what other people thought of the product, how it benefited them, or even the downsides can help potential customers weigh their options and feel more confident about the purchase. Perhaps the best part of testing out this process in conjunction with a strong email marketing operation is that having unsolicited testimonials that talk up the benefits of your products and services can do more for your brand image than other forms of advertising.

Tweak Your Headlines

Catchy headlines will draw attention to what you have to offer. More traffic means more opportunities for customers and increased revenue for your business. Headlines that draw attention may use numbers, keywords, or words that trigger an emotional response. Putting your headline into “how-to” or question form can also intrigue your viewers. Of course, avoiding the dreaded “run-on” headline is key to getting the most out of your first impression.

Don’t Ask Too Many Questions

Very few people actually look forward to undergoing long or tedious forms. If it is too much work to contact you, find out information or make a purchase, then the only thing that you can count on is more people skipping over your site and heading straight to your competitors. Keep your website forms simple and straight to the point. Having forms available on your website is essential to your business, but try not to overuse and abuse these tools. Test to figure out exactly what is needed for your customers to be able to communicate with you clearly and for you to be able to accurately meet fulfill their orders.

No website is perfect. Once you have a great email marketing plan, combine it with a great landing page and website. A/B tests will let you see what works and what doesn’t, so you can increase conversions and traffic rates. Using them regularly to refine your approach will help you keep your online marketing campaigns in peak condition.

FAQ