If you are looking to squeeze more dollars out of your existing traffic, you need to start running A/B tests. If you have at least 10,000 monthly visitors, you should consider running 1 new A/B every other month, if not once a month.
With my business we typically run 1 A/B test every 2 weeks and although many of the tests fail, we usually find a winner 1 out every 4 tests that boosts our conversion rate by at least 20 percent.
One of the main ways I’ve been able to have great success is by learning from other entrepreneurs. Each week, a group of entrepreneurs, including me, discuss A/B tests that we had success or failures with. We share data with each other, which then helps all of us come up with new A/B tests to try.
Here are 11 obvious A/B tests you should try:
Test #1: Add the word FREE in your ads
Eric Siu from TreeHouse manages thousands of dollars in ad buys each week. One of his main channels of acquisition is remarketing. He tested out a lot of different ad types, but found his cost per acquisition (CPA) to be around $60. He changed the color of the ads, the call to actions and many other elements within the ad, but none of them had a major impact on the CPA.
He then tested adding the word “FREE” within his ads.
That one word resulted in his CPA to decrease from $60 to $43 a signup.
Test #2: Create an explainer video
I’ve created a handful of explainer videos, but they were all done wrong. Once I learned what elements needed to be in an explainer video to help boost conversions, I instantly saw an increase in our conversions.
By adding a video that had the same exact message as our homepage copy on CrazyEgg.com, we were able to increase homepage conversions by 64%. The big lesson I learned there was that people don’t always like reading text, but they are open to listening to a short video that explains a product or service.
Test #3: Have your signup button scroll with the visitor
On TreeHouse’s library page they noticed that people were reading their content on and scrolling down, but they weren’t clicking on the signup button. So at first they tested changing the color of the signup button from grey to green.
The change in color had somewhat of an impact, but it didn’t have a large enough impact. So they tested a concept similar to what Facebook does… in which their main navigation bar scrolls with the reader. And because the signup button is in the navigation, it would cause people to notice the button.
This simple change increased conversions on this one page by 138%.
Test #4: Removing forms fields
On NeilPatel.com I collect leads from individuals and companies who are interested in increasing their online traffic and more importantly online revenue. My submission form contained 4 fields:
I didn’t think that having 4 form fields would affect my conversion rate because it doesn’t take too long to fill them all out. I ran a quick test to see if replacing the revenue field with a open field asking “what can help you with” would affect conversions as some people may not want to share their revenue.
That test didn’t have an impact on my conversion rate. I then decided to remove the “revenue” field all together and only have 3 form fields.
That boosted the conversion rate by 26%.
Test #5: Create a two-step checkout process
I was a big believer that reducing the amount of page loads and steps people would have to go through, would help increase conversions. Because of this Crazy Egg had a simple checkout process… in which you would first select your plan and then create your account and enter in your payment information on the second page.
Conversion Rate Experts wanted to me to test a 3-step checkout process. In which you would first select your plan, then be taken to page where you create your account, and then be taken to another page where you enter in your payment information. The total amount of form fields where the same as the 2-step checkout process, but instead we were just breaking it out into 2 separate pages.
After a total of 817 conversions, we had a winner… the 3 step check out process had a 10% increase in conversions.
Test #6: Show a live version of your product instead of using screenshots
With most software companies, they have a tendency to show screenshots of their application versus letting people play with the real thing before they even signup.
Qualaroo used to show screenshots of their application on their homepage, but through surveying they found that people didn’t fully understand what the product did. So they decided to put their own product on their homepage and let people play around with it.
By embedding a live version of their product on their homepage, that people could interact with, they boosted their conversion rate by 38%.
Test #7: Free trial versus money back guarantee
I used to think that there was no difference between a 30 day money back guarantee and a free trial that required you to put in your credit card in upfront. Why? Because if you weren’t happy with the product within the first 30 days, you wouldn’t be charged for it.
Boy was I wrong!
We tested a 30-day money back guarantee versus a 30-day free trial and the results were huge.
By replacing all of our money back guarantee badges with free trial badges, and by placing “30 day free trial” verbiage on every page of the Crazy Egg website, we were able to boost signups by 116%.Test #8: Trial length