7 Simple A/B Test Ideas to Start With

Introduction

Running an A/B test requires three key components: a CRO tool, a clear goal, and access to website data. While numerous CRO tools are available, even the best tools won’t tell you what to test. Designing effective experiments can be challenging. The aim is to make it easier for visitors to convert, but with so many variables, where do you start? In this final instalment of our five-part series, we present seven straightforward A/B test ideas to kick-start your experimentation.

1. Focus on Your Calls-to-Action (CTAs)

CTAs are crucial for conversion rates, making them a staple of any A/B test list. A CTA button prompts visitors to complete a desired action on your website. Test various aspects of your CTAs such as colour, size, position, and copy. Visually appealing buttons that contrast with the background often convert better by drawing attention.

Placing your CTA ‘above the fold’—at the top of the page where it’s visible without scrolling—can be effective. However, positioning it where visitors are ready to take action, like after reading a blog post, can also be beneficial. Experiment with different CTA texts to find what engages visitors best. Examples include:

• Shop Now, Download Now, Join Now, Subscribe Now (to create urgency)
• Try for free
• Sign up for free
• Learn more
• Read More
• Find out more!
• Get started
• View Demo
• Talk to us
• Add to cart

Ensure the hierarchy of your CTAs is clear. Your primary CTA should be more noticeable than secondary ones, perhaps by using lighter colours for the latter.

2. Add Some Social Proof

Social proof leverages social influence to reduce visitor hesitation and increase confidence. Test various forms of social proof on your site, such as:

• Customer reviews and ratings
• Number of products sold or customers served
• Testimonials from industry experts
• Purchase data (e.g., customers who bought in the last hour, day, or week)

The most effective social proof is relatable to your visitors, proving that others trust your brand. Using third-party review sites like Trustpilot or Feefo can boost credibility, but be prepared for potential negative feedback.

3. Add Trust Badges

Trust badges are icons or seals that inspire confidence in potential customers, often placed during the checkout process but also effective on homepages or landing pages. Types of trust badges include:

• Safe & Secure checkout badge
• Free shipping and free returns badge
• Accepted payment badges
• Third-party endorsements
• Money-back guarantee badge

4. Emphasise Your Brand USPs

Unique Selling Propositions (USPs) differentiate your brand from competitors. Testing different USPs can help you discover what resonates most with your audience and boosts conversion rates. For inspiration, check out these 10 examples of great brand USPs from Shopify.

5. Use Urgency and FOMO

Urgency and the fear of missing out (FOMO) are powerful motivators. Use strategies such as:

• “Don’t miss out”
• “Room in high demand”
• “Last tickets available”
• “Selling fast”

A countdown timer is an effective urgency tool, often used on landing pages to indicate limited-time offers or upcoming product releases. Examples of countdown timers can be found here.

6. Use Human Photos

People are naturally drawn to human faces, and websites featuring human images tend to be perceived as more trustworthy. When testing photos, consider:

• Smiles: Indicate friendliness and happiness.
• Eye contact: Creates a connection and trust.
• Eye direction: Directs visitor attention to specific elements.
• Authenticity: Use real photos over stock images to maintain uniqueness.

Human photos can enhance eCommerce sites by showing products in use, create transparency with employee photos, and appeal to visitors’ emotions.

7. Try Different Navigation Menu Structures

Website navigation significantly impacts conversion. Ensure your navigation follows a clear hierarchical structure. Test different elements like renaming headings or rearranging their order to improve user experience.

Conclusion

These seven A/B test ideas are just a starting point. Each test can provide valuable insights into what works best for your audience. The more you test, the more you learn, and the better your conversion rates will be.