Conducting an A/B test (or a split test) for the marketing elements of Inbound Marketing* website is a great practice for identifying effective ways to communicate your message and convert traffic into leads. Testing for website performance enables you to know which buttons, colours, images, etc. receive the most clicks or views, and the most strategic areas of the website layout on which these elements should be positioned.
To
start off, the most important and memorable page for visitors would be
your home page. It is essential to have your visitors drawn to the home
page as that is where all your information is available to them.
Included below are 7 A/B tests you can start running on your home page
that could result in better conversion rates.
- Call-To-Action (CTA) buttons
CTAs
are very important especially when it comes to selling or redirecting
your visitors. They are a very powerful tool to generate sales leads.
You can make many variations and changes to them like the colour, font,
shape, placement, relevance, choice of words, etc. You can read more
about the must-haves in CTAs
here.
They
all seem to be simple and easy to change and experiment, but one small
difference can change your visitors’ attitude and behaviour towards your
website and brand.
- Navigation bar
The
navigation bar allows you to experiment with linking to website
sections that drive the most traffic. You can also switch the order of
your menu tabs, and measure which order works best for you. Besides
reordering, you could experiment with the copy and font of the tabs.
- Login and signup buttons
You
have to decide on whether a login or a signup is more valuable for your
company. Once you have decided on your priority, you could try swapping
the order, changing the colour, changing the shape of the button (if
there is any), or any other variations to gain more clicks for your
focus.
An example would be Dropbox. This is how their home page now looks like, note the difference for login/signup buttons:
- Content offers
You
should publish the most popular or key content offers on your home
page. Test several offers at the same time or rotate them over a fixed
time period to measure click-through or opt-in rate to determine the
best-performing offer and promote that one aggressively.
- Images
Your
images need to be carefully selected and make sure that they are sharp,
relevant and add value to your home page. Some images may encourage
more attention and engagement than others, different forms of images
e.g. photos vs. illustration, can also impact the response of your
website visitor. Test out the placement, different images, size, and
other possible changes, and find out which best suits your website.
- Headlines
This
is the most significant text of your home page, visitors look straight
at this when they are in your home page to find out more about you. With
this in mind, you should put in effort to create the best headline with
an eye-catching copy and design.
- Hyperlinks
The
way hyperlinks work is similar to CTAs, whereby the choice and phrasing
of your words (anchor text) can impact differently. Strong words stand
out more than others. You can try a different phrase or make use of a
different colour of hyperlink to check which option affects your
click-through rate.
Just remember, whenever you have new ideas,
split-test them. Testing and tracking the performance of web design
elements is a proven method to validate their effectiveness in digital
marketing.
Related articles:
1)
6 CTA Tests For Maximizing Click-Through Rates
2)
6 Tips For A/B Testing To Increase Conversions
*
Inbound Marketing is a form of digital marketing that involves SEO,
Social Media, blog and landing pages to generate sales leads.
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