Know what an A/B test is? It’s when you compare two slightly different versions of a single web page against each other.
You’ll make a small change to one page. But you won’t make any changes to the other. The point is that you learn better what your visitors like so more take the action you want on each page.
It can be a painstaking process. You do focus on minutia, testing each element at a time until you find what works best.
What would you test on your local business website? Just about anything. But here’s some of the first, and most major:
This is the first thing a visitor to any page on your website notices. It bears the most weight on what they do on the rest of your page. So, it makes sense to change what your headline says.
Now, the most important part of headline testing is finding the specific words your market wants to hear. Do they want “HVAC repair services?” Or do they want “HVAC services that make you comfortable?”
Many customers really want “comfort.” So, you’d run a headline including that word, and then see how it does versus one without it.
You see how long visitors stay on the page, how many bounce, and how many call or use your contact form.
Once it’s clear you have a winner, you determine that headline to be the best one that you use from now on.
“Just call…” That’s your call-to-action – when you ask your visitors to do something. How you phrase your call-to-action has a large effect on how many people take it.
Many businesses simply phrase it “Call 555.555.5555 for your free estimate.”
That’s better than nothing. But it’s not overly enticing to your visitors.
A couple techniques you can try to boost your number of actions further are:
- Highlighting pain avoidance – “To stop sweating and get your HVAC repaired today by a reliable contractor you can trust, call…”
- Reminding visitors of the benefits they can get with you – “Want to feel cool and comfortable again? Just call 555.555.5555 today and we’ll have your AC fixed in under 24 hours.”
Typically, the first approach works best. But, you’ll have to try it out to confirm how it works on your website.
You Can Easily Explode Your Conversions
A/B testing done to a website that hasn’t had it before can easily drive your conversions up 50% – 300% or more. The results for each website are totally unique to that website because each website, its design, and the marketing copy are unique.
You can A/B test all you want to drive your conversions up even further. But doing at least a basic round should be done to every website.
You’ll be glad when you do it.