Driving targeted traffic to your product page is great, but it’s only half of the battle. To be successful, you need to convert the maximum percentage of your leads into paying customers.
Unfortunately, the conversion rates of most brands are far from optimal. In fact, a 2017 report by Econsultancy found that only 22 percent of companies were satisfied with their conversion rates. So there’s obviously plenty of room for improvement in this department.
One of the best ways to increase your conversions is with A/B testing, which compares two variants to determine which one prospects respond more favorably to. But don’t think that they have to be complicated.
Here are five super simple A/B tests you can run that should increase conversions significantly.
1. Short copy vs. long copy
There are two schools of thought when it comes to the length of copy.
One is that it’s better to keep it short and sweet so that you get right to the point. The logic is that this should quickly give prospects a rundown on your product without overwhelming them with superfluous information.
The other is that long copy is better because it gives you the chance to fully explain your product and exhaustively answer any questions your leads may have. By leaving no stone unturned and addressing all of their concerns, they’ll be more likely to make a purchase.
Both have valid points, so it’s definitely something worth experimenting with.
One of the more notable studies that have been performed on copy length happened back in 2011 and involved a CRM software called Highrise. The test involved their original landing page, which was average in copy length and a new long-form design, which had considerably more text.
It was discovered that the new, design resulted in a 37.5 percent increase in conversions. While this won’t be true in every case, it shows that measuring copy length is often a great starting point for A/B testing.
2. Credit card vs. no credit card for a free trial
Many customers are receptive to free trials. It’s a non-committal way to take your product for a test drive and see if it’s right for them.
But there are two different types of free trials. There’s those that require a person to provide their credit card and those that don’t. Since not everyone is keen on giving away their credit card information, it’s reasonable to assume that not requiring a credit card would boost conversions.
Email on Acid discusses this in detail and references a study that was performed by customer management engagement platform Totango. Here’s what they found:
Asking for a credit card among 10,000 visitors resulted in:
- 200 free trial signups
- 100 converting to paid users
- 60 paying users retained after 90 days
Not asking for a credit card among 10,000 visitors resulted in:
- 1,000 free trial signups
- 150 converting to paid users
- 120 paying users retained after 90 days
As you can see, the results are night and day. Not asking for a credit card was far more potent on all fronts. So this A/B test could potentially be worth its weight in gold.
3. Guarantee vs. trust symbol
It’s safe to say that there’s a healthy amount of skepticism among consumers these days. Even if you’ve done a brilliant job with your marketing, landing page and copy, many require a bit more convincing before they’re fully on board.
Two common ways to quell this concern is by including either a guarantee or a trust symbol (typically near the CTA). The question is, which will have the bigger impact on conversions?
The only way to know for sure to experiment to see if there’s any discernible difference.
For instance, version A might include something like “Satisfaction guaranteed or your money back,” and version B might be a trust symbol like an award or certification badge.
4. Urgency vs. non-urgency
Generally speaking, creating urgency in an offer has been known to positively impact conversions. When prospects know that an offer is only good for so long or there’s implied scarcity, it can motivate them to take action.
Urgency is another thing you can test out by slightly tweaking your offer. For instance, you could include the expiration date or use a phrase like “limited time only” and measure the impact.
5. CTA wording
Although the CTA may only seem like a minor footnote, it’s incredibly important and can be configured in a nearly endless number of ways. An example is the wording you choose to use and how explicit your instructions are.
Case in point is an experiment that was done by payment processing company GoCardless. It was incredibly simple.
They changed their original CTA, which was “Request a demo” to “Watch a demo.” Amazingly this resulted in increased product demo conversions by 139 percent.
That’s about as simple as it gets and shows that something as small as changing a word in your CTA can have a big impact.
6. Additional info near the CTA vs. no additional info
A considerable percentage of your leads will likely have objections or need a bit more clarification before carrying through with your desired action. One way to address that is by including some additional info near your CTA. This might include answers to FAQs, statistics or social proof.
International non-profit Kiva actually put this to the test with a conversion case study. In it they tested their original landing page against a new landing page where they included an info box just beneath their CTA.
The info box featured:
- Relevant statistics
- Answers to FAQs
- Publications they’ve been featured in
- A rating they received from a charity organization
The box was very compact but managed to include a nice variety of information to help people quickly gain a better understanding of what they’re about and what they bring to the table.
And it ended up being highly successful with an 11.5 percent increase in conversions. Given the success that Kiva had, this is definitely another test to consider.
Making A/B Testing a Habit
Conversion rate optimization shouldn’t be viewed as a one off type of deal. There are a nearly infinite number of tweaks you can make that can steadily improve your conversions. So you never want to become complacent and settle for just “good enough.”
Fortunately, A/B testing doesn’t have to be some onerous endeavor that requires heavy lifting. As you can see from this list, there are several tests that are quite easy to perform and only require a minimal amount of effort.
Besides just the boost in conversions, perpetual experimentation like this is your ticket to a better customer experience, increased profitability and often improved brand equity.
Are there any other types of simple A/B tests that you’ve had success with? Please let us know: