Most businesses have a constant focus on converting as many visitors to customers, however, it’s not always clear which methods will produce the best results. A/B testing is a simple -process that allows a business to test different campaigns and approaches in order to find the most effective vehicle for lead generation and conversions. The impact of this simple testing has the ability to produce immediate results and help guide your business in the right direction. It also will show you what’s not working and save you a ton of money, time, and effort.

A/B Testing

The Mechanics of A/B Testing

A/B testing is simply using two different approaches, campaigns or elements and exposing a particular audience to both to see which will be the most effective. The testing could involve anything. You could test landing page layouts or different CTA’s, it really doesn’t matter. The choice is yours. You can test any element of your business that you feel needs improving. keep in mind that A/B testing should be an ongoing process because nothing is static, the needs and demands of your business constantly change. However, A/B testing will ensure that you get the most out of your marketing efforts.

Approach A/B Testing one Element at a Time

A/B testing should only test one element at a time. This is because you need clear results that will provide data on whether or not a particular approach is working or not. If you attempt to test too much at once it’s easy to get confused and to produce results that don’t clearly let you know if a particular element is working or not.

A/B Testing Can Improve Conversion Rates in Key Areas

  • Call-to-Action Buttons

The wording, color, and location of a call to action button can influence how often a visitor is compelled to click it or not. This is a common and important area for A/B testing because the call to action is often the goal when it comes to conversion. If you can experiment with all the elements of your call to action you can find different ways to increase the likelihood of someone being compelled enough to click the call to action button. You can experiment with a variety of different variables;

  1. Wording on the Button
  2. Location on the Page
  3. Style of Button
  4. Size
  5. Color

Landing Pages

Landing pages are often the first pages that a user will encounter when they first visit your website. As a result, this clearly explains why testing these pages are a smart choice when it comes to improving your conversion rate. Any number of things can affect the way a user responds to your page from the layout to the headline and actual content. This is why a landing page is fertile ground for testing what is working and what is not. There are many things that you can zero in on to test the efficacy of your landing page. Consider testing these key areas, but remember to test only one aspect at a time;

  • Design of the Page
  • Headline
  • Supporting Copy
  • Different Designs
  • Layouts

Length of Copy

How much you write can have a huge impact on whether a customer engages with your website or not. There is no right or wrong answer when it comes to copy length. Sometimes more is required to capture the interest of a user, sometimes less. You simply have to test this aspect to see which works best for your brand. This is an extremely easy area to test. All you have to do is experiment by providing a long copy sample and a short or medium one. The results should be clear in terms of which copy length engages users the most. Possible content lengths to experiment with;

  • Short (500 Words or less)
  • Medium (500-800 Words)
  • Long (800-1200 Words)

Email Subject Lines

Emails can be powerful in terms of engaging new users. However, you have to know what to put in the subject line that will make them click. A/B testing can help you to determine which carrot to dangle as well as what is currently working or not working for you. Experiment by testing different subject lines but make sure that the content of the email remains the same. The idea is to change one singular aspect to see if it makes a difference in terms of user engagement and conversions. Keep in mind that any result that you derive from A/B testing will provide you with some information, even if neither test yields much response from users at all. However, there are 8 types of subject lines that tend to have the most impact;

  1. Self-Interest
  2. Curiosity
  3. Offer
  4. Urgency/Scarcity
  5. Humanity
  6. News
  7. Social Proof
  8. Story


Most of us have heard it said many times. A picture is worth a thousand words. This is true. This is another area where having the right image for your brand can help increase the interest of users by getting their attention or cause them to lose interest. This is easily measured in terms of click-throughs, views, and downloads. Test different images on key pages like your landing page or in your emails. The results will speak for themselves. This is another fairly easy area to derive information from. However, not all test will produce a significant result but this may be a significant finding to note as well. It could be that users fail to respond adequately to both areas that you are testing. However, a lack of engagement in terms of both tested areas suggests that neither approach may be working. It may be time to do something totally different to boost conversions. There are several types of images that are compelling in terms of getting users to engage with your content.

  • Still Frames from Movies & TV SHows

still frames

  • Infographics


  • Personal Photos

Perosonal photos

A/B testing can be a powerful tool when you’re looking to boost user engagement and conversion rates. If you follow the rules of this effective tool it will help you arrive at information that will be vital to the success of your brand. Remember to test only one variable at a time. You don’t want to convolute your results by testing a bunch of different variables at once and producing unclear results. Take your time and choose key areas to test. Keep in mind that not all test will reveal significant results, however, even this can be a valuable piece of information. If you receive little to no significant result, it may be time to do something new.