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10 A/B Tests to Skyrocket your Leads in 2014

Published by in B2B Marketing

It can be extremely difficult to predict what will sway a web visitor to react to your website in a certain way. You may think your content is perfectly laid out to educate buyers, and your conversion path is as streamlined as it can be – but can you ever really be sure? Is there a way to know that your website is converting web traffic into sales leads as efficiently as possible?

Designer Drawing Website Development Wireframe

The answer can be found through A/B split testing. The purpose of split testing is to discover how changes to specific elements on your landing page or website can influence buyer behavior. Sometimes, the smallest adjustments can have shocking results.

For those of you new to A/B split testing, I’ve highlighted a few of the top A/B split tests you should try this year to make sure your landing pages are generating leads at a high rate.

1) Language of your Call to Action (CTA)

Do you think your primary offer will get just as many clicks no matter whether it says “Free Demo” or “Free Trial?” Think again! Updating the language of your primary offer can mean the difference in a conversion and abandonment. Try a few other ideas to stand out from the competition – “Instant Demo”, “Try For Free” or something similar.

2) Length of Form

Your online form should only collect the information necessary for the initial conversation with a buyer. Remove the address and country location field and pull this information (if you really need it) from the IP address and see what impact that has on conversions.

Do you really need to know the buyer’s title before calling them? Test removing unnecessary fields until you come up with the ideal form length for your company. If you end up with more than 4-6 fields on your form, you should consider testing a two-part form to increase lead gen.

3) Location of Trust Elements

Are your testimonials more impactful adjacent to your lead capture form, or below your value proposition? You never know until you test! First of all, please add some if you don’t already have them!  Once you do, try adjusting the placement of your trust elements to find where they can have the biggest impact on your credibility.

Examples of trust elements include testimonials, prominent customer logos, impressive stats or achievements (think of McDonald’s’ “Over 1 Billion Served”), or industry awards.

4) Stock Image Selection

Stock photos are not all created equal. Studies have shown that adjusting the direction a model in an image is looking or pointing can influence where web visitors direct their attention. Are you using this to your advantage? If not, it’s easy to flip an image you’re currently using to have the person’s eyes gaze toward your form or CTA to test the impact on traffic and conversions.

5) Size & Color of CTA Button

Web designers often neglect the importance of an optimized call to action button – simply including one isn’t always enough. Does your CTA demand attention without overwhelming your design? Does the color of the button contrast enough with the rest of the site? Only one way to find out!

6) Amount of Content

Do you present your benefits-focused copy in short paragraphs and use bullet points? Do you have five bullet points, or ten? Figure out how to present your content so that it educates and motivates buyers to learn more. Sometimes, less is more.

7) Length of Value Proposition

Are buyers more likely to be motivated by your value proposition if it is on one line and easy to scan? Or is it better to include more differentiating features?  Test both!

8) Pricing

Does including the price point of your product on your landing page discourage buyers from trying it out, or intrigue them to want to learn more?

9) Including Image with Testimonials

Are buyers more influenced by testimonials that include photos, or do they just clutter up the page? Does the size of the image impact persuasiveness?

10) Use of Color

Are you overwhelming prospects with the amount of color used on each page, and ultimately making it harder for your CTA to stand out? Color should be used sparingly and with thought to draw attention to specific aspects of your site.

Looking for more ideas to test? Anne Holland hosts a weekly test on her website, Which Test Won and shares the results each week by allowing you to guess before showing the winner. It is amazing to see some of the smallest changes that can have a big impact on conversion rates!

If you need a landing page creation tool that will allow you to run multiple A/B split tests and track the results, look no further than Unbounce. Unbounce is one of the most inexpensive, easy to use landing page creation tools on the market – that includes templates that encourage testing in order to continue growing conversion rates.

What other aspects of your website or landing page are you planning to A/B test this year?

Looking for Lead Management software? Check out Capterra's list of the best Lead Management software solutions.

About the Author

Sara Hartanov

Sara Hartanov

Sara is a Marketing Adviser at Capterra. She serves as an outside marketing consultant to nearly 300 B2B software vendors, specializing in website optimization and lead generation best practices. In her free time, Sara enjoys traveling, cooking and cheering on the South Carolina Gamecocks!


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