Running simple, but effective, tests on your site can lead to an increase in traffic, subscriptions, sales, and more. Below are the top 5 things we’ve tested on our site and seen positive results.
1. Button Color and Placement
We call know that having calls to action on your site is pivotal to drive results. But, believe it or not, simply changing a button color from blue to red can have a dramatic increase on response. Essentially, if your color palette has cooler colors, a hot color might grab your visitor’s attention, or vice versa. On the other hand, you might have already chosen the right color, but testing against a control will confirm that choice.
Another thing to test is the placement of your buttons. There are a lot of best practices telling you where your buttons should go, but your audience might react differently depending on what it is you’re asking them to do. Move it around on the page, and change the wording (CTA) within each of them to see if you get a different response.
We test headlines on a weekly basis. Whether it’s in an email or on our home page, we’re always trying to talk about our product in a more concise and specific way. Does adding the word “the” in front of “tools” make a difference? Or is it simply adding a few descriptive words in where there were none before?
Try to take a step away from how you traditionally talk about your business, and try out something completely different. Ask your friends and colleagues, “How would YOU describe my company/product?” You might be surprised what moves the needle and what doesn’t.
3. Registration/Sales Funnel
This is a good one you should try to fine tune since it’s the crux of many people’s business goals. Getting people to sign up or register and complete the sale is the bread and butter. So when people don’t go through with it, it’s usually an indicator of the process—not the product. Try using shorter registration forms, simplify the sign-up process, add other registration options, or even try re-iterating the benefit throughout the process.
One of the easiest elements to test is the copy. As I mentioned earlier, a simple copy change in headlines can be done quickly and produce a good payoff. Email is a good place to test copy if you have a large distribution list, or a heavily trafficked page where you can run an efficient A/B test. Be careful to not change it up too much where you’d introduce multiple variables; that’ll make it harder to get a clear signal on why one performed better than the other.
This is a fun one, and always really interesting to get a read on. Try using different images that help convey your overall message but have a very different feel to them. Maybe an image of a happy kid can speak to your goals of making your users happy. Or someone working at their desk who looks really engaged in what they’re doing can show what it takes to make your audience happy. This is a great way to get to know your visitors’ better.
The important to remember when testing is that anything goes, as long as you remember it’s just a test. Don’t spend hours on something you might have to throw away in the end, and don’t get emotionally attached because what you think is awesome, may not be in the eyes of your visitors. This is something I’ve learned along the way, too.
Tell us about your testing history. Any interesting finds or lessons learned?