Do you want to learn how to use A/B testing to boost conversions in 2024? If so, keep reading!
In marketing, the quest for optimizing and refining is a never-ending journey. People like us constantly seek new strategies to enhance our campaigns, optimize websites, and drive conversions. Our tweaks and major changes are all designed to boost engagement and sales.
A/B testing is a powerful strategy that involves comparing two things to determine which performs better. For example, you could show a red signup button to half the people who make it to your site and a green one to the other half to see what gets more clicks. Analyzing their behavior can help you identify what type of marketing or promotions matter to your audience.
Many marketers and business owners also appreciate that A/B testing relies heavily on data-driven insights, which eliminates guesswork and streamlines the optimization process. A/B testing can help you deliver the best experience possible because it's easier to make informed decisions if you know what customers want and expect from your business.
Today, we will show you several practical ways to do A/B testing and more importantly, explain how it can help you grow. It doesn't matter what industry you're in; you can use this strategy to optimize your marketing and secure more sales.
Optimize Email Subject Lines
There’s no question that email is still one of the best ways to build rapport with customers and nurture leads. So, it shouldn’t be surprising that A/B testing email subject lines are at the top of the list.
You know by now that a well-crafted email subject line can be the deciding factor between an opened email and an ignored one. Interestingly, research echoes what we already know; about half of people determine whether they want to open or delete an email by the subject line.
Creating a solid first impression is the first step in improving email conversions. If subscribers don’t care enough to open your message, they will not follow through and click the call-to-action inside.
The good news is that A/B testing your subject lines is easier than you think. Here’s the simplified in a 5-step process:
- Establish your goals: Before testing, figure out what you want to achieve with your email. You’ll need to know so you can determine which subject line is working best.
- Create two (or more!) versions: Now, create multiple versions of your subject line that you think will resonate with your audience. These will be the lines you’ll test against the original. I suggest sticking to one test at a time.
- Choose a segment: Next, choose an audience segment you want to run your test on. Make sure their goals and needs resonate with your email. For instance, a pet store would choose to email known cat owners about their new kitten formula. Send the first version of your subject line to one group and the second version to the other group.
- Track the results: Now, it’s time to kick back and see how the test goes. I like waiting at least two weeks before ending the test so I can get a fair assessment of what worked and what didn’t. It’s not uncommon to let tests run for 1-2 months.
- Repeat: Repeat this process with different subject lines until you have an eye-catching list you can use in the future and more conversions than you had before.
A/B testing takes time, so it may take several rounds to find the best subject lines for your business. But if done correctly, the effort will be worth it, as you'll be able to send emails that are more likely to be opened. We found that thorough testing improves conversions by an average of 28%!
Tweak Calls-to-Action (CTAs)
A call-to-action (CTA) is how you turn visitors into subscribers, and it’s also how you turn subscribers into customers. When someone is ready to take the next step in their journey and your sales funnel, they need to click a call-to-action.
For example, if someone wants to join your email list, they will need to click a button that reads “subscribe,” “join now,” or other similar variations. Potential customers will select “place order” or “buy now,” and the list goes on.
Instead of settling on a CTA and hoping it works, spend time A/B testing so you can drive more users to take action on social media, your website, and through email.
You can easily create a new version of your existing CTA and have it displayed for half of all visitors. After a few weeks, check out your analytics to see which one did better. Sometimes, adding strong action verbs, a sense of urgency, or simply rephrasing what you already have can drastically boost conversions.
It’s also possible to experiment with personalized calls to action. In our experience, personalizing experiences based on relevancy and location can result in 42% more clicks.
Swap Lead Magnets
Lead magnets are an excellent way to turn website visitors into email subscribers. Simply put, a lead magnet is an exclusive offer or piece of content that people can get if they are willing to join your email list.
There are countless types of lead magnets, including eBooks, online courses, ultimate guides, coupons, and bonuses with each purchase. Marketers and business owners use these incentives to generate leads, which eventually results in more sales.
If you want to make the most of your lead magnet strategy, I highly recommend switching around your offers to see if you can get more interactions.
Let’s go back to the pet store I mentioned earlier to demonstrate how this works. A marketer for this company could create two lead magnets: one is an ultimate guide for taking care of puppies, and the other is a flat 10% coupon. However, the same coupon is presented to users after signing up to get the guide.
They could run both versions and decide which source resulted in more sales, engagement, and overall traffic. Using this process, you can create similar experiments by finding two things that will appeal to your audience and offering them as lead magnet popups.
The key to getting this strategy to work is to ensure the offer resonates with your audience. Over 80% of people say they’re more likely to engage with businesses that understand their needs.
Experiment with Forms
Did you know that over 81% of people who start a form online claim at some point they left before completing it? If this is happening on your site, you’re losing out on sales and opportunities for engagement.
The truth is forms act as a bridge between ourselves and our customers. Contact forms are used for questions and inquiries. Payment forms allow users to effortlessly place an order. Sign-up forms let visitors join email lists and subscribe on social media. I could go on, but you already know that a website needs forms to succeed.
What you might not know is it’s fairly easy to get more form conversions if you’re willing to experiment and run A/B tests.
There are a ton of different ways you can slightly adjust your forms, potentially for the better. Here’s a quick list of the form elements we test regularly:
- Fields - You want to minimize forms so users don’t leave before clicking the call-to-action at the bottom. Swap, remove, and adjust forms until you find the sweet spot that appeals to your audience and gets you the information you need.
- Placement - You may want to consider adjusting the placement of your forms. Move your form above the fold, add it to a sidebar, or even include it in a popup. You’ll find that how and where your form appears can have a massive impact on conversions.
- Form design - Change the color palette, banner, and other details to make your form more eye-catching.
- Adjust your CTA - I discussed calls-to-action previously. All of the strategies there apply to your forms, too!
Test Aspects of Your Social Media Marketing
It’s nearly impossible to write a post about A/B testing without mentioning social media. About 5 billion people use these sites each month to engage with each other and businesses. In case you’re wondering – that’s 60% of the global population!
Social media is a great place to test the waters and see what existing subscribers and your target audience think about your brand. Social media marketing is a massive topic with countless sub-topics. You can discuss paid advertisements, influencer partnerships, post engagement, and many other strategies.
The thing these different topics have in common is they are all testable. You can tweak your paid advertisements by adding a different picture or changing the headline. Do this enough, and you can drastically improve sales. An impressive 26% of people who click on ads like this say they end up making a purchase.
You can also test different types of posts. For example, one day, share a text snippet and link to your blog; the next, share the full video version of your article. If more people prefer the video version of your post, you can start scheduling similar content for the future.
Experimenting on social media is a smart move because you can improve brand awareness, skyrocket engagement, and learn valuable information about your target audience.
As you can see, there are plenty of opportunities to improve your business through A/B testing. The strategies outlined today have helped us grow multiple brands over the past decade, and I anticipate them helping us all through 2024.
If you’re getting ready to start testing for the first time, I suggest keeping a close eye on your email, social media, and website analytics. Pay attention to the numbers, and you’ll be well on your way to skyrocketing conversions.