How to Increase Your Conversation Rates with A/B Website Testing

Do you want more leads? A higher conversation rate? It could be as easy as seeing double. A good split test can help you know what's working on your site, what isn't, and what numbers are popping off.

Let's talk testing, and the one thing to test if you're going to do anything.

What is A/B Website Testing?

Also known as split testing, A/B testing compares two versions of a webpage to see which one performs better.

By making small changes to your website and measuring the impact on your conversion rates, you can optimize your site to generate more leads and sales.

It can even allow you to get hyper-specific, like finding people who are looking for a local plumber and giving them a better offer.

Sneaky, cool stuff.

How to Conduct A/B Testing

How do you get started? Here's the basics:

1. Set Up Two Landing Pages: Create two versions of your landing page that are identical except for one difference. This could be the call to action (CTA), the placement of images, the copy, or social proof elements. However, the most impactful change often involves the service offer itself.
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2. Run Google Ads Traffic: Use Google Ads to drive targeted traffic to your landing pages. Google Ads allows you to focus on specific searches, ensuring that your test reaches the right audience. If you’re testing a new plumbing offer, target searches like "plumbers near me."
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3. Test Different Offers: Experiment with various offers to see what resonates best with your audience. This could include deals, discounts, freemiums, or special bundles (a two-for-one or three-for-one offer).
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4. Measure and Analyze Results: Run each test for two weeks over three months. Aim for a conversion rate of around 10 percent. If you achieve an 8 percent conversion rate, continue testing.
   
   If you hit 12%, you’ve found a winning combination and can move on to testing other elements like colors or additional offers.

What should you track? Have no fear, this is a list of the good stuff:

The One Metric That Matters

There are a lot of metrics that you can test: Conversion, CTR, bounce rate, and session. But, for leads and retention, I care about testing your office. Is it moving traffic and grabbing onto your audience?

That offer is the thing that's going to make a potential customer take pause the most. Is something not clicking on the site? Consider running A/Bs for offers and see what is more appealing.

You may be surprised.

Start your A/B testing journey today and watch your conversion rates soar. Just be sure to pay attention to that top offer's CTR!

Sam Preston, CEO of Service Scalers
www.servicescalers.com

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