Looking for inspiration to conduct A/B tests on your site? A/B testing helps you eliminate guesswork and empower you to make data-driven decisions that are proven to bring in positive results. In this article, we’ll show you 60 A/B testing ideas to get you big results.
Why Conduct a Split Test or A/B Test?
A/B testing (also known as split testing) allows you to compare two or more versions of your web page or other page elements to see which one performs better.
In an A/B test, you can show multiple versions of your site to similar visitors at the same time by varying different page elements like optin forms, contact forms, call to action, copy, etc. You can then compare conversions of your variations, and stick to the one that gives you the best result.
Essential A/B Testing Tools
Thinking A/B testing is not for you because you don’t have the budget or resources for an enterprise-level solution?
No worries! With the advent of Google Optimize, now everyone can conduct experiments to see what works best for their audience. Some of the tools you’ll need to conduct A/B tests on your site are:
Google Analytics: A free website tracking tool that lets you easily analyze every user interaction on your site.
Google Optimize: A free A/B testing and personalization tool that works on top of Google Analytics.
MonsterInsights: With the basic Google Analytics setup, you can’t track every user interaction on your site such as eCommerce transactions, form submissions, file downloads, etc. MonsterInsights makes Google Analytics set up easy and also allows you to leverage the full potential of Google Analytics. Plus, it is the only Google Analytics plugin for WordPress that supports Google Optimize.
Recommended: Learn how to set up A/B tests using Google Optimize.
Lead Generation A/B Testing Ideas
Regardless of your industry, lead generation is vital for your business.
By default, Google Analytics doesn’t track WordPress optin form submissions. With the MonsterInsights Forms addon, you can enable automatic forms tracking on your WordPress site without any further configuration in your Google Analytics account. The forms addon works with any contact form plugins, including WPForms, Contact Form 7 and Gravity Forms.
To track conversions by setting up an Analytics goal, read how to track WordPress form conversions.
The main goal of the test: Generate more leads.
- Reducing the number of fields has proven to drive more conversions. Try eliminating your fields and test how it resonates with your audience
- Vary the color and text of your call to action.
- A/B test different label alignments to see what works on your site. You can also test inserting and removing placeholders in form fields.
- If you form fields are too long, test whether creating a multi-page form increases conversions.
- Ease of submission is an important factor to boost lead generation. Test whether autocompleting your forms could help generate more leads.
- Try changing your form’s headline to see if it can generate more leads.
- Choose different designs for your optin forms and see what works best for your audience.
- Try varying the location of your optin forms.
- 2-step optin is usually recommended, but depending on the way you generate leads, it’s important to test 2-step optin against 1-step optin.
- Single column or multi-column? Horizontal fields or vertical fields? The only way to figure out the form layout that works is conducting a split test.
- Your lead magnet is the most important element that entices form submissions. Test different types of lead magnets to boost conversions.
- Vary copy around your optin form and figure out if it can drive more form submissions.
- Ask visual questions to your leads such as adding images to radio buttons and test the impact of it, when it comes to driving more leads.
- Include a directional cue pointing towards the call to action and test its impact on conversion.
- Test whether validating your form fields will help generate more qualified leads.
eCommerce A/B Testing Ideas
Before you conduct experiments on your eCommerce store, make sure Google Analytics can track your eCommerce transactions and revenue by setting up Enhanced eCommerce tracking on your site. The MonsterInsights eCommerce addon supports storefront plugins including WooCommerce and Easy Digital Downloads out of the box.
Goals: Drive more sales and revenue. Improve the usability of your storefront so that customers can find the right product and make a purchasing decision as quickly as possible.
- Experiment by adding a prominent section for sales and specials because 60% of consumers look for it in your eCommerce store.
- Emphasize bestselling products and deals on your homepage and help customers make a purchasing decision quickly and easily.
- Try varying the size of your search bar to improve the usability of your online store.
- Add reassurance copy around your call to action to see if it performs well.
- Increasing number of customers are concerned of credit card information theft. Test expanding your payment and check its impact on conversion.
- Add a testimonial, social proof notifications, or any other social proof element to your checkout page to figure out if it reduces your customers’ anxiety.
- Try varying colors of add to cart and buy now. Test different locations and understand what works best for you.
- Test whether upselling related products improve your revenue. It helps you analyze whether it persuade customers to spend more or confuse them.
- Test different sizes and quality of your product images in your online store.
- Implement social login on your website and test if it makes logging in easy or confuses your customers.
- Test how psychological pricing impacts your bottom line.
- Add a live chat option to your product pages or checkout pages to see if it generates more revenue.
- Test offering free shipping against setting a minimum spend threshold to obtain free shipping.
- Allow guest checkout on your store and see whether it improves the bottom line.
- In your account registration page, specify why each field is required and figure out if it reduces form abandonment.
A/B Testing Ideas for Landing Pages
Looking to promote your products and services using advertisement or any offsite marketing campaign? Your landing page is the first page visitors arrive on your site from your offsite marketing campaigns. It’s imperative to ensure that your landing page is highly optimized for conversions by regularly conducting split tests or you’ll lose your advertising budget.
Goal: Boost landing page conversions.
- Test a lightbox popup on your landing page to turn your website visitors into leads.
- Find out the most optimal location for placing call to actions with enhanced link attribution.
- Wondering whether a single landing page is good enough to convert your visitors into customers? Then, test the performance of a single landing page against a microsite containing multiple pages.
- Set the right expectations by varying your button copy.
- Test whether matching a landing page with your marketing campaign is worth the investment.
- Show and hide pricing in your landing pages and determine what works best.
- Switch out sliders from your landing page and analyze the performance.
- Are your visitors not scrolling down enough on your long sales page? Then, you might test using a video in a small landing page against a long sales page.
- Evaluate your conversions by using and removing navigation bar in your landing page.
- Test video auto-play against click to play to figure out which one performs the best.
- Test different orders of your navigation menu.
- Test a fixed / floating navigation bar versus a typical navigation bar.
- Test different onsite retargeting campaigns to convert your abandoning visitors into customers.
- Check whether using multiple call to actions on your landing page will confuse or convert.
- Test showing a local version of your landing page improve conversion.
A/B Testing Ideas for Publishers
Publishers often undervalue the importance of conducting experiments on their blog. In order to make people engaged with your content and spent more time on your blog, you need to conduct split tests on your blog.
Goals: Increase your ad revenue, user interactions, pageviews and time spend on your blog.
- Determine the optimal placement for related content in your sidebar.
- Test how well readers engage with your content when the content is broken up using imagery or quotes.
- Test different elements on your sidebar such as ads, signup forms, navigation menu, etc.
- Change the look and feel of the navigation breadcrumb.
- Test your thumbnails with text and without text and determine if it can drive more clicks.
- Place a prominent content section beside your header to see if it enhances user interaction.
- Show or hide progress bar and find out how it affects readers’ engagement
- Test showing the entire content on a single page against multiple pages.
- Make your most valuable content accessible behind a paywall and test if this strategy increases your subscription.
- Split test various AdSense ad slots.
- Test content upgrade against a dedicated landing page to figure out which one generates more leads.
- Move interactive content to the top of your blog page to drive more clicks.
- If you publish a lot of videos, test video thumbnails against video category links.
- Will your adblock detection tool unlock your lost ad revenue? You’ll only know when you test it.
- Test active vs. disabled comments section.
This guide by no means intended to be a comprehensive guide to conduct experiments on your site. However, you can use it as a starting point to run A/B tests.
You can start by testing one idea at a time. Once you’ve gathered enough data, you can make necessary changes on your site to grow your business.
If you enjoyed this article, you might also read the beginners’ guide to custom dimensions in Google Analytics. And don’t forget to follow us on Twitter and Facebook for more Google Analytics tutorials.