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19 Obvious A/B Tests You Should Run on Your Website

In some instances, you might look for a design that increases the average order value, or a design that keeps visitors more engaged, or even one that generates more social shares. It is typical for team members to disagree on the best website or landing page design , the best visitor flow, or the best sales. Stakeholders usually have different views of what changes you should make on your website.

Trying to resolve the differences is challenging.

Calls to Action

Your goal is to use better designs, copy and visitor flow that persuade more visitors to convert. You test any modifications you introduce to your website against the old one and compare the impact on conversions.

Split testing software allows you to carry out the comparisons. By testing two or more variations of a page against each other, you can observe which designs result in higher conversions. For example, split testing software permits you define which of two main home page designs is better for conversion. If the main home page receives 15, visitors per day, then the software can direct 7, visitors to one design and 7, visitors to the other design.

The software then records which of the two designs generated more orders. When analyzing the cart page, we noticed the lengthy page had competing CTAs and a cluttered design.

Optimization Glossary

The changes in the page should include security badges and reduce clutter. In our hypothesis, a clear design with a prominent CTA would increase the overall trust and confidence, which would improve the experience of the user and eventually have a positive effect on conversion rates. Based on our hypothesis, we prepared two variations to test. Here is an overview of the changes we made within these variations:. After the second launch of the test, Variation V2 was the winner, for both runs, with an improvement of Multivariate testing has a significant role in conversion optimization for sure, but it does not have a leading role.

Testing software allows you to test different headlines, images, buttons, or any other elements on a single page to measure their impact on your conversion rates, as the image below shows:.

19 Obvious A/B Tests You Should Run on Your Website

Image source: Invesp. In this product page from Apple. You can test different variations of the headline, different CTA colors and texts.

Use the experiment as a learning experience and generate new hypothesis that you can test. Whatever your experiment's outcome, use your experience to inform future tests and continually iterate on optimizing your app or site's experience. No Cloaking - Cloaking is the practice of showing search engines different content than a typical visitor would see. Cloaking can result in your site being demoted or even removed from the search results.

To prevent cloaking, do not abuse visitor segmentation to display different content to Googlebot based on user-agent or IP address. Doing so will help prevent Googlebot from getting confused by multiple versions of the same page.

See a Problem?

This tells search engines such as Google that the redirect is temporary, and that they should keep the original URL indexed rather than the test URL. Run Experiments Only As Long As Necessary - Running tests for longer than necessary, especially if you are serving one variation of your page to a large percentage of users, can be seen as an attempt to deceive search engines. Google recommends updating your site and removing all test variations your site as soon as a test concludes and avoid running tests unnecessarily long.

A media company might want to increase readership, increase the amount of time readers spend on their site, and amplify their articles with social sharing.


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To achieve these goals, they might test variations on:. A travel company may want to increase the number of successful bookings are completed on their website or mobile app, or may want to increase revenue from ancillary purchases. To improve these metrics, they may test variations of:.

An e-commerce company might want to increase the number of completed checkouts, the average order value, or increase holiday sales. A technology company might want to increase the number of high-quality leads for their sales team, increase the number of free trial users, or attract a specific type of buyer. They might test:. Secret Escapes tested variations of their mobile signup pages, doubling conversion rates and increasing lifetime value. Learn the benefits of experimenting at scale from this original research report from the Harvard Business Review.

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To achieve these goals, they might test variations on: Email sign-up modals Recommended content Social sharing buttons. To improve these metrics, they may test variations of: Homepage search modals Search results page Ancillary product presentation. They might test: Lead form components Free trial signup flow Homepage messaging and call-to-action. Recommended Content. Get Your Copy. Let's Begin. Welcome back. Not you? First Name:. Last Name:. Job Title:. Work Email:. Phone Number:. An error has occurred.