Getting Started With A/B Testing

A/B test

You did everything right when setting up your Google Ads campaigns. The keywords are tightly focused, the ads are relevant, and you are getting clicks on your ads for relevant search queries. But you feel like the phone isn’t ringing as much as it should be. Something is off with the ratio of people who visit your landing page versus the number of people who are contacting your firm. Or maybe you were getting leads, but it seems like they’ve gone missing for no apparent reason. Whatever the case may be, all signs point to a conversion issue.  That is, not enough people are contacting you after seeing your landing page.

User preferences and behavior can be difficult to predict and can change over time. What worked in one situation may not work in a similar situation, or what used to work doesn’t anymore. What is the solution? How can you keep your landing pages useful, relevant, and most importantly converting? The answer is A/B testing.

What is A/B testing?

According to Optimizely, “A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a webpage or application against each other to determine which one performs better.” There are many things on a webpage that can be tested. In this article, we’ll discuss a few options to get you on the right path to fixing your conversion issues.

Tips on setting up your tests:

  1. Have a hypotheses, ideally derived from data you collected. “If we change element A to version B, we expect to see outcomes in this range.”
  2. Don’t test too many things at once. You will never be able to determine which one actually worked.
  3. Set parameters of visitors or time – for example, 1,000 unique visits, or 30 days. You may find inconclusive data at the end of your test, and decide to extend the timeframe — but it’s better than just starting off with an undetermined amount of time.
  4. If you are testing a page that historically doesn’t get a lot of volume, you may have to try changing something big to get measurable results. For example, the header image, one of the page colors or the layout.

There are different methods and platforms for setting up A/B tests including Google Ads, and Google Experiments, as well as other third-party software options. There are many systems available and plenty of information out there to guide your setup for testing.

A/B test subjects to consider

Contact Form Location

Is it at the top of the page or near the bottom? On the left side or the right side? It is important for people to have a clear method of contacting you online, and it’s important to make it easy to do that. If your contact form is buried down the page, or doesn’t stand out from the other content of the sidebar it resides in, try moving it to a different location. Also, keep your mobile visitors in mind. Make sure the contact form is easy to find on the mobile version of your site as well.

Contact Form Content

Does your contact form have eight fields a user has to fill out? Try cutting that down. It can get tiresome having to fill out numerous fields, particularly on mobile. Conversely, if you only have fields for a name and email, you may be missing out on valuable follow-up phone call opportunities.

The wording in your contact form can be tested as well. For example, test a “submit” button vs. a “contact us” button. Try placing a header above the form that reads: “Get your free, no-obligation case consult today.” Or if you already have a header, try moving it below. You can also try including your Avvo or BBB ratings below the contact button.

Headlines

It can be very effective to have a headline similar to the search queries used to find your page, like: “Chicago car accident lawyer.” Maybe try asking the visitor a question, like: “Injured in an accident?” Or tell them what you do: “We help car accident victims get the compensation they deserve.” This is one of the easiest things to test, and probably one of the first things you should try.

Images

Does your page contain images of car accident scenes and people in the hospital? Consider that this may be having a negative effect on your users. Try testing images of your firm working with clients. Candid, but professionally done, office shots are great for this.

It is also worth testing the use of images that reinforce the action you want people to take. For example, a picture of someone talking on the phone near a “Call now” call to action, or someone behind a desk at a computer with “Contact us online for your free consultation.”

These are just a few ideas. There are plenty more you can try, including testing volume of content, layout and color options. It really comes down to knowing and learning more about your data, creating a hypothesis, and testing it. Always keep your user in mind, and don’t try too many things at once. Oftentimes conversion rate optimization is like solving a puzzle, and thoughtful A/B testing can be the key to finding a successful solution.