How to use A/B testing to improve your website

Testing and optimizing your website could be the key in making your website a success. A/B testing allows you to truly unlock the power of your website. Imagine being able to test every element of your website, so it’s perfectly tailored to your ideal customer.

When you first start building your website, you’re actually making an educated guess about what you think your visitors are looking for. A/B testing allows you to tweak your website into something that connects with your visitors. To get started with A/B testing, you’re going to need to install additional tools or plug-ins, such as, Visual Website Optimizer, Google Analytics, Optimizely, Hotjar, or Crazy Egg. Once you have the right service installed, begin by testing some of the page elements we talk about below.


If your headlines are too complex, or long, they’re not going to do a good job at conveying the message to your user. Tweaking and simplifying your headlines can have a huge impact on your conversion rates. Common things to test include: your value proposition, headline length, text color, and size of the headline.


A call-to-action is one of the most important elements on your landing page. You could be losing a lot of customers due to not optimizing your call to actions. You can customize and test your call-to-action in a bunch of ways, but the most common thing to look into are: button size, button colors, the text, placement on the page, and the spacing surrounding your call-to-action.


Testimonials are social proof for your services and offerings. They can build trust with your potential customer or subscriber. If you have several testimonials you can actually rotate them and change their appearance until you find one that helps your website convert the best. Some people will resonate with some testimonials more than others.

Contact Forms

If you are using your website to gather leads (most businesses are), then you’re going to be using certain form fields more than others. If you make your form too complicated chances are the user won’t actually stick around to complete it. We recommend testing different form styles and fields until you find the form that converts the highest. Try removing fields that are not absolutely required to make the form as short as possible.


Photos and video will help to increase conversion. When it comes to using images and videos you need to think about quality over quantity. One well-placed image, or a short high-quality video, will say much more than over-stuffing your page with cluttered photos and videos.

Copy and Content

The shorter your content the better it will convert. If your copy is overly wordy and doesn’t get to the point of what you’re trying to say, it will turn people off quickly. You can experiment with A/B testing different versions of your copy that conveys your message in slightly different ways.

***Be careful not to test too many different things at once, as it will be harder to tell which small element was the cause for the increase in conversions. Pick one thing at a time and test it for about 2 weeks. Check the results and make a decision. Then move on to the next thing you want to test.

A/B testing can truly help your website and increase conversions. The process can take a while, but when you see your conversion rates start to grow it will be well worth it.

If you have any questions about A/B testing or would like us to help you test elements on your website, contact us and we can work with you to improve your website.

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