80 A/B Testing Ideas Guaranteed to Make Your Conversions Pop


A/B testing. Every marketer has heard of it, we all know we should be doing it, but few of us actually know how to do it right.

Throughout my career as a marketer, I’ve spent hundreds of hours coming up with A/B tests, running them, and learning from the results. This is the master list I start with every time to prioritize ideas.

Remember three things:

  1. If you have decent traffic to your site and you’re not testing new variations every day, you’re likely missing out on conversions.
  2. Ensure you have your analytics and measurement set up and tested before running any tests.
  3. Test one thing at a time, otherwise you won’t know what variable(s) affects your increase (or decrease) in conversions.

Getting Started with A/B Testing

There are several tools out there such as Google Optimize, Visual Website Optimizer and Optimizely that help do-it-yourselfers test virtually anything on their website. These are great for the techie type.

For others who have better things to do than spend hours hypothesizing and conjuring up A/B tests on their own, there are also managed A/B testing services like our own SalesRev.

The List

Headline A/B Tests

  • Short headlines vs. long
  • Including calls-to-action in headlines
  • Emotional appeal vs. stating the facts
  • Testimonials as headlines
  • Positioning and frequency of headlines
  • No headline vs. having a headline
  • Color and font size of headlines

Call-to-Action A/B Tests

  • Positive action verbs – Start, Build, Join, Learn, Discover (see The 25 Best Words to Use in Your Call-To-Action Buttons from WishPanda)
  • Emotional vs. logical text (depends on audience)
  • “My” vs. “Your” wording – believe it or not, “Start My Trial” almost always outperforms “Start Your Trial”
  • CTA Positioning (above the fold, below the fold, both?)
  • More frequent CTAs vs. less frequent
  • Floating CTA vs. static
  • In-nav CTA vs. on-page vs. both
  • Styling of CTA – Borders, colors, shape, size, font
  • Including arrows in CTAs vs. excluding arrows
  • CTA Hover state styling
  • Icons inside CTAs

Layout and Design A/B Tests

  • Different color scheme (i.e. dark vs. light)
  • Different font sizes, typography and colors
  • Entirely rethinking the layout of the page – try a radical redesign of it from the bottom up – this exercise may reveal new insights into how information should be presented to your visitors
  • Different layout and design for new vs. returning visitors
  • Several columns vs. few columns
  • Image content (texture vs. humans vs. products vs. conceptual vs. emotional, etc)
  • Image size and positioning (large vs. small, left vs. right, etc)
  • Stock photos vs. real photos

Video A/B Tests

  • Video vs. text vs. images
  • Product feature video vs. product demo (proof vs. promotion)
  • Autoplay video vs. click-to-play
  • Video voiceover (male vs. female, aggressive vs. calm, etc)
  • Animated video vs. real-life video
  • Video controls vs. no video controls
  • Video testimonials vs. text case studies

Copywriting A/B Tests

  • Paragraphs vs. bullets vs. numbered lists
  • Short paragraphs vs. long paragraphs
  • Less text vs. more text
  • Many headings vs. few headings
  • SEO optimized text vs. human readable text vs. a balance of the two
  • Complete variations of page content (think radical redesign)
  • Partial variations of page content
  • Broad offers vs. segmented offers
  • Dynamic content based on visitor location, interests, demographics or past behavior

Navigation A/B Tests

  • Lots of menu items vs. few menu items
  • Order of menu items
  • Font size and styling of navigation and menu items
  • Floating navigation vs. fixed navigation
  • Mobile navigation breakpoint
  • Wording – emotional vs. descriptive, long vs. short
  • CTAs in navigation
  • Secondary navigation vs. no secondary navigation
  • Simple dropdowns vs. widescreen dropdowns vs. box dropdowns vs. no dropdowns
  • Sidebar contextual navigation
  • Breadcrumbs vs. no breadcrumbs
  • Icons in navigation
  • Having a navigation vs. no navigation (consider this especially for landing pages!)
  • On funnel pages, linking to pages outside the funnel vs. not linking to pages outside the funnel

Form A/B Tests

  • Form positioning (halfway down page vs. sidebar vs. bottom of page)
  • Forms on every page vs. CTAs linking to forms on a contact or sign up page
  • Form field names
  • Length of form – many fields vs. few fields
  • Several required form fields vs. few
  • Text labels (on top vs. same line vs. placeholders)
  • Input types (radio vs. checkbox vs. dropdown vs. multiselect)
  • Content surrounding forms (product image, testimonial, offer, etc)
  • Special mobile forms vs. desktop forms (what would make the experience more fluid on both)
  • Different forms for new vs. returning visitors
  • Try third-party form services like TypeForm

Pricing A/B Tests

  • Freemium vs. Free Trial vs. Money Back Guarantees
  • Free trial length (7 days vs. 15 vs. 30)
  • Time-sensitive deals (these can be dynamic)
  • Group-specific deals
  • Coupon codes
  • Decoy pricing
  • Showing deals for returning vs. new visitors
  • The wording of your pricing – “50% Discount” vs. “Half Off”
  • Highlighting your “Recommended” or “Most popular” plan or product (this is just the one you want to sell the most)
  • Annual billing vs. monthly
  • Showing competitor pricing comparison and/or feature table

What are your favourite A/B tests?

I hope this acts as a good start. As always, I’d love to hear how you’re A/B testing journey is going and any suggestions to add to this list.

Leave a comment and SHARE if you find this useful!

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