A/B split testing has given us the knowledge to decipher just what the differences are between a high-converting successful pages and “normal” page are. We’ve had experience conducting multiple a/b tests, and have noticed trends along the way in regards to what elements impact conversions the most.
It’s great to test all elements regularly, but 3 elements have stood out from the pack as the ones that have a dramatic impact on conversions: headlines, call to actions, and social proof in the form of testimonials, logos, or case studies. This article will reveal why these elements should be tested, and get you started in discovering how a/b testing can benefit your design decisions as well.
Headlines are critical as users’ attention spans have diminished. As the web grows, it’s essential to have targeted headlines that resonate with your audience. If they don’t understand what you’re providing instantaneously, it’s likely they’ll look elsewhere.
Here are some basic rules in regards to headlines:
Always Include It: If you currently have one – great! If not, create a targeted or keyword-rich headline that will resonate with your target audience.
Be specific as possible: Your headline should elicit action from your audience. Readers will also be able to scan a 5-word headline much easier than a 10-word headline.
Place it Prominently: Visitors should be able to easily find your headline. Position the headline through the use of size and contrast to aide readability.
This is where the headline inspires the reader to take action, the call-to-action compliments the headline and allows the user to sign up.. It’s critical to get it right, and with a/b testing you can get great insights into proper placement, size, and color to achieve conversions.
Keep the following in mind when creating call-to-actions:
Elicit Action: You want to garner an immediate response from your audience, so word your call-to-action in a way that promotes this. A/B test various phrases that hint at the benefits of the product or service. Simple things like “Try for Free” or “See in Action” will go much further than “Click Here”
Position it prominently: There’s no point in having a call-to-action if it isn’t noticeable. Consider where the button will be housed on the page, along with the text you’ve created in the last step. You may want to a/b test which colors work best with the color scheme of your brand guidelines. Contrast is key.
By showing how your product or service has benefited the lives of prior customers, you’ll gain trust with your audience. This will help in allaying any fears the customer has in determining whether the product is useful and relevant to them and whether they should proceed.
Consider the following in the creation of testimonials:
Testimonials: If you run a service-oriented business, testimonials are an important part of gaining trust in the customers eye. Consider a/b testing your testimonials in a variety of formats including speech bubbles, quote marks, images or icons, and videos, if possible.
Logos: Showcasing a display of brands you’ve worked with has more visual impact that simply listing names. A/B test whether to show them separately, or include them beside their respective testimonials.
Case Studies: Case studies provide an in-depth overview of your business relationship with a client and the outcome of the project. Consider testing the length of each case study in determining how to best present each one.
There is a lot of critical insight to be gained from a/b testing. Narrowing down the elements you test to a few key areas enhances your efficiency while increasing conversions. The elements discussed in this article are proven to be high impact, so focus closely on them in your a/b testing efforts for optimal results.