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6 Easy A/B Tests To Increase Conversion Rates

6 Easy A/B Tests To Increase Conversion Rates


As digital marketers, we can no longer rely on only our intuition while deciding on what will resonate with our audience. We instead need hard facts and in-depth analytics to point us in the right direction for the best conversion optimization possible. This is where A/B testing comes into play.

Increasing the amount of traffic to your website is not the only way to increase revenue. Boosting the conversion rate can also provide a nice increase in revenue. When you optimize your website for conversions, you will have to go for big lifts. Because small lifts do not always hold true in the long run, which makes them ineffective and inefficient. As long as you are aiming for gains of over 10%, you will be able to see an increase in revenue.

So what exactly is an A/B testing? It is a simple way to test your current design (A) against changes to your page/email/ad (B) and then determine which one is producing the most positive and effective results in terms of the goal you set. The goal can be anything from increasing sales, reducing bounce rate, increasing conversion rate and many more. It can be completely tailored according to your requirements. Performing A/B tests gives you real, quantifiable data on your users or customers and can help you make informed and educated decisions to improve your business to ensure that every change produces only positive results. This technique can be used to make sense of various metrics like sign-ups, downloads, purchases etc. It also helps to identify which version will increase or maximize an outcome of interest. One can test more than two versions at a time.

A simple tweak in your email campaign or your website can significantly increase & improve your bottom line, which is why testing MUST be your #1 priority. Here are the 6 easiest A/B Tests you can perform to increase conversions:

Subject Lines

A/B subject line tests are pretty simple in nature, but can be very effective. According to WPCurve, an A/B subject-line test they did yielded them an increase of 28% in clicks!

Hence, it is important to note that when performing A/B testing subject lines, there should be a method and a way of doing it. It is not as easy as plugging in two different subject lines and hope that one will do better than the other one. It is important that you should test subject lines that execute a distinct hypothesis that will educate you for future marketing campaigns. There are many ways to test subject lines, for example; you can try testing capital vs non-capital letters, spelled out numbers vs numerical numbers or different offers, or just change the wording in the text. The world is your oyster.

For example, a test a company called Email Aptitude ran when they were promoting free shipping for a shoe sale. Both subject lines mentioned that there was free shipping but in the second subject line a deadline was added for when the promotion would expire/end. This very simple tweak made a 5.25% difference in the open rate. This can either make or break a campaign.

Free Trials

You may already know by now that free trials convert much better and faster than a single option forcing people to buy now. But do you actually know by how much? Many companies these days come to crossroads when they ponder whether a free trial is right for their company. While making this decision, the most important question that always comes to mind is, “Will it decrease the paid signups?” GetResponse is a leading email marketing platform that has created some pretty solid stats on this subject.

They wanted to add a “Free Trial” button on their home page on the website. The main goal of this experiment was to see if adding a “Free Trial” would have any effect on the number of purchases of the paid accounts. The company also wanted to know if this change would affect the number of free accounts that have registered. They did an A/B test in which the control page had only a “Buy Now” button. On the other hand, the variation page had an extra “Free Trial” button next to the “Buy Now” button in competition.

The results were astounding. The number of free accounts increased by a whooping 158.60%. They were also able to prove that offering a free trial did NOT have any negative influence on the number of paid accounts that were created via their homepage. 

Credit Card vs. No credit Card

Some people would require to enter their credit card details upfront to start the free trial while others do not. It is important to figure out what kind of “free” trial will convert better for your specific brand or product. Believe it or not but all free trials are NOT created in equal.

Lets take an example of Totango which is a customer engagement management platform. Totango had set up two different pages, one that required a credit card to receive a free trial and another one that did not need a credit card. They then surveyed a pool of over 20,000 visitors and divided the traffic equally between both pages.  

The results were impressive. By dropping the credit card requirement, totango were able to increase front-end signups by almost 500% and increase the overall paid customers base by 50%. Seeing these great results, if the company is looking for new clients to stick around for long term then they should offer a free trial without requiring a credit card. The audience of your business may be quite different from the visitors surveyed in this study. Hence it is important to be diligent with your testing before your make a final decision.

Removing Fields From Web Forms

When it comes to form fields on websites, less is actually more. This means that the fewer form fields you have, the more leads you will be able to get. But does not mean you will always see a lift in your conversion rate by removing form fields because in some cases, having more form fields can boost your conversion rate, especially on pages that require a credit card information. For example: asking for a persons credit card information and not inquiring about that person’s billing zip code may make the customer feel nervous about entering the information or if you are selling a tangible product, then people usually want to see the shipping address field details on the same page along with their credit card information.

It is always possible to improve your form’s performance but a word of caution is- no one likes being asked too many questions. Bigger isn’t always better in the world of forms. The general rule of thumb is to keep web forms as short as possible. This may be hard because you don’t want to let go of all the extra collected customer information, but this strategy will help in the long run for forms, leads, and also for sales conversions. Eliminating unnecessary form fields will help create a less friction for your prospect while going through the process of conversion. It is important to know what the goal of your form is beforehand so it is possible to remove the superfluous fields and keep the crucial elements. Moral of the story here is: Less is more.

Call To Action (CTA)

If you went through the effort of creating a killer subject line and compelling content, it is an EPIC fail if you forgot to A/B test your “call to action.” Your CTA is the most important part of your email and it’s a crying shame if you aren’t optimizing it through your tests.

A company called Friendbuy is great example of how it is possible to quadruple the number of visitors who interact with your product. This is just by testing the CTA. The company had initially made their homepage CTA very complicated and were seeing only a mere CTR of 1.44%. They replaced the original banner with a 50/50 rotation of the two new versions to ensure their results were legitimate.

The results were:

Variant 1 CTR: 2.47% (71% improvement over baseline

Variant 2 CTR: 4.49% (82% improvement over variant 1, and 211% improvement over baseline)

In this case, the results clearly show which of the CTA’s resonates the most with the companies audience. CTA’s must be clear and simple.  Using a call to Action will encourage and persuade your visitor to click.

Varying Offers

Most marketers usually settle on one offer and one goal when formulating the CTA for a single campaign. But this time try and mix it up and try testing entirely different offers. This is to figure out what your audience believes is your company’s most enticing offer. Instead of settling on a single promotion, come up with two, three or even four of them and test those offers against one another to see which one is most appealing to your subscribers and site audience.

For example: It is important to analyse if your customers respond most favorably to a time sensitive discount, a percentage off, a dollar amount off, free shipping, a discount limited to specific products, a flash sale, or something totally different? While creating an A/B test for entirely different offers for your company, really think about your main value proposition.


A/B Testing is something that you should constantly practice and test. Just like you don’t stop doing SEO, you don’t stop optimizing your site for conversions, the same goes for this. `When you are reading blog posts like this one as well as others around the web about conversion optimization, be careful. If you just copy other successful tests others have run, you may end up losing a lot of revenue. Because every site has different kind of visitors, you have to figure out what works best for your site. First, you have to see if the test is applicable to your site, and then, you have to run it.

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