AB testing ideas to up your conversion rates

At our web design agency, we don’t just think about how a site looks, we think about how it performs.

Beautiful visuals are important, but if your website isn’t generating leads, sales, or sign-ups, then it’s not doing its job.

That’s where conversion rate optimization comes in. Instead of chasing random changes or relying on guesswork, we use structured testing, insights from user behavior, and tools like Google Analytics to make sure every design choice contributes to better results.

When you invest in a website, you want more than traffic, you want those visitors to take action. By analyzing the number of visitors, studying how your target audience interacts with different variations of your site, and testing which design delivers a winning variation, we can increase your conversion rate without needing to double your marketing spend.

It’s about making the most of what you already have, while building a user experience that feels smooth, trustworthy, and designed to guide people toward the outcome you want.

One of the most effective ways we achieve these improvements is through A/B testing. By creating different variations of a webpage, email, or design element, and comparing how each version performs with a real sample size of users, we can see exactly what drives better results. This data-driven approach gives us clear test results, helping us understand user behavior and move forward with confidence.

What is A/B testing?

A/B testing is a simple but powerful experiment where two versions of something are compared to see which performs better.

The original version (often called Variant A) is tested against a new option, known as Variant B. By showing each version to a portion of your audience and then comparing the results, you can see which variation leads to higher engagement, conversions, or sales.

For example, in web design, Variant B might feature a new button color, a simplified form, or stronger body copy compared to the original version.

In email marketing, the subject line in Variant B might create a greater sense of urgency, leading to higher open rates.

On social media, different variations of a post image or caption can reveal what resonates most with your target audience.

To run these experiments effectively, you’ll need a reliable A/B testing tool that can split traffic, measure performance, and track results. More on top conversion rate optimization tools here.

Also, having a statistically valid sample size is critical, without it, the data can be misleading. The goal is always to gather accurate test results so you can make decisions with confidence rather than relying on random chance.

But, more on all of these considerations later in the article.

Why is A/B testing important?

You know that saying “Insanity is doing the same thing over and over again and expecting different results”? Well, that applies to marketing too.

In digital marketing and web design, every decision should be driven by data rather than guesswork. That's why A/B testing is so valuable.

By comparing the original version (Variant A) of a page, email, or ad against Variant B, you can see which performs better with your target audience. This means you’re not just relying on gut instinct, you’re measuring actual user behavior to make smarter choices.

One of the key advantages of A/B testing is that it gives you better results without needing to overhaul your entire strategy. Instead of a random change to your website’s design or your email’s subject lines, you can run controlled experiments. Using a reliable B testing tool, you track the performance of different variations and measure them against a specific goal, like an increase in conversion rate or higher open rates.

Ultimately, A/B testing is about removing the guesswork from your marketing. By understanding what resonates with your audience, you can fine-tune your website’s design, messaging, and campaigns to consistently drive more quality leads and long-term business growth.

What to A/B test?

You can A/B test pretty much anything and everything.

Try Hellman’s mayo in your sandwich one day and Heinz the next, but don’t change anything else. Which sandwich was better? That’s an A/B test.

But anyway, we’re a conversion rate optimization agency. Not a sandwich shop. So we’re going to talk about marketing A/B tests, specifically those for landing pages, product pages, email marketing, and organic socials.

In the digital world, the principle is exactly the same: you isolate a single element, make a random change, and measure how it affects user behavior.

The goal is to gain insights that lead to better results, whether that’s more form submissions, higher click-through rates, or increased sales. To manage these tests efficiently, many businesses use an A/B testing tool that allows them to create different variations of webpages, emails, or social media posts and track performance with precision.

There are several key areas you can focus on for testing, we'll expand on each of these in more detail below.

Landing pages

Landing pages are often where your visitors make decisions, so small changes can have a big impact on conversion rate.

You can test everything from headlines and body copy to CTA buttons, hero images, and the placement of content above the fold. For example, the original version of a CTA might say “Get in Touch,” while Variant B could say “Get Your Free Demo.” By testing different variations, you can discover the winning variation that drives more conversions.

Forms

Forms are another prime testing area. Consider experimenting with the number of fields, the order they appear in, or the styling of buttons.

You can also test offering incentives such as a free trial, downloadable guides, or white papers. The right offer can encourage visitors to complete the form while still maintaining a balance between your needs and your users’ expectations.

Email campaigns

Email is ideal for A/B testing because it’s easy to create multiple versions and track results.

Start with subject lines, testing length, personalization, questions versus statements, and even the use of emojis. Then move to body copy, trying image-heavy versus text-heavy layouts, or testing interactive elements like GIFs or videos.

Monitoring open rates and click-through conversions will tell you which different versions resonate most with your target audience.

Social media

Even social media posts can be optimized through A/B testing.

Test different images, captions, posting times, or formats to see what generates the most engagement and drives traffic to your site

Including social proof like testimonials or user-generated content can also impact conversions, so these are worth experimenting with.

How to A/B test landing pages

Landing pages are where your visitors often make key decisions, whether to buy, sign up, or download a resource. Even small changes can significantly impact your conversion rate, so testing systematically is crucial.

A/B testing your landing pages can help:

• Reduce bounce rates

• Increase click-through rates

• Up conversions

Here are some landing page A/B testing ideas from our CRO agency, to get you started.

1. CTA buttons

CTA buttons are one of the most powerful elements on any landing page. A slight tweak in button text, color, size, or placement can dramatically improve user behavior and conversions.

• Button text: Experiment with action-oriented, benefit-driven copy. For example, “Get Your Free Trial” versus “Sign Up Now.” Testing these different versions can reveal which communicates value most effectively.

• Button color and placement: High-contrast colors that stand out from the rest of the page are often more clickable. Place buttons near the most relevant content or forms to guide the user naturally.

• Use an A B testing tool to create Variant B and track clicks and conversions. The resulting test results can identify the winning variation that improves your conversion rate.

2. Headlines

Headlines are your first impression. They must be clear, concise, and tailored to your target audience. Try A/B testing headlines to see which drives higher engagement. This can have a huge impact when paired with paid advertising campaigns or email marketing.

• Test variations in length, tone, and structure: benefit-focused, question-based, or urgency-driven.

• Headlines interact with other elements like hero images and body copy, so consider a multivariate test when optimizing the full page experience.

3. Forms

Forms can be friction points if not optimized properly. You might think it's a simple element, but we have plenty of AB testing ideas for forms.

• Test the number of fields, required information, and the form layout.

• Offer incentives like free trials, downloadable resources, or white papers to encourage submissions.

• Test CTA text, something like 'Send my free quote' is probably going to be a lot more tempting than 'Submit.

• If you do need to use a long form, consider testing a progress bar.

• Use sample size calculations to ensure your test results reach statistical significance before deciding which different variations to keep.

4. Above the fold

The “above the fold” area is the first thing users see without scrolling.

• Experiment with hero images, videos, and text placement.

• Try different body copy lengths and styles to see what captures attention.

• Include clear social proof, such as testimonials or reviews, to reinforce trust and credibility. Testing these elements together can reveal the winning variation that keeps users engaged.

5. Layout and navigation

The structure of your page can influence conversions heavily.

• Test logical content flow, spacing, and section order.

• Include bullet points to make information scannable.

• Use multivariate testing for sections with multiple potential changes to identify the best combination of design elements.

6. Tracking and analysis

A/B testing is meaningless without proper tracking.

• Use tools like Google Analytics or a dedicated tools will help you monitor metrics such as conversion rate, clicks, number of visitors, and user behavior.

• Ensure your sample size is large enough to provide a confidence level you can trust. Small, inconclusive tests only lead to wasted effort.

• Always document your test results to inform future experiments.

7. Iteration

Landing page optimization is not a one-off task.

• Run tests continuously, using the winning variation from each test as the new baseline.

• Experiment with small, incremental changes to maximize insights.

• Over time, this process improves user experience, increases conversions, and provides better results across the site.

AB testing ideas for product pages

Your product pages are the heart of your ecommerce store. Even with high traffic, a poorly optimized product page can prevent website visitors from converting.

As an ecommerce conversion rate optimization agency, we know a thing or two about A/B testing product pages. Here are some ideas to get you started...

1. Page design

The design of your product page can make a huge difference in user engagement and conversions.

• Some AB testing ideas for pade design include experimenting with layout, such as single-column vs multi-column designs, placement of product images, and visibility of key details.

• Experiment with snippets for features versus detailed paragraphs to see which format guides your visitors better through the buying journey.

• Consider testing image types: static images, lifestyle images, or videos. Tracking user behavior will tell you which visual format encourages more clicks on “Add to Cart.”

2. Product descriptions

Your product descriptions not only explain the item but also influence trust and purchase decisions.

• Test different variations of product copy: concise feature lists vs longer, benefit-driven descriptions.

• Experiment with including social proof, such as customer reviews or testimonials, to increase credibility.

• Use A/B tests to identify which body copy style results in higher engagement, improved conversion rate, and more sales per website visitors.

3. Pricing and offers

Price presentation can affect your sales and average order value.

• Test displaying prices with or without discounts, free shipping offers, or bundle deals.

• Experiment with showing savings in percentages vs monetary amounts to see which encourages more purchases.

• Track conversion rate and checkout page completion to identify the most effective approach.

4. Calls-to-action and checkout flow

Your CTA buttons and the path to purchase are critical in reducing drop-offs.

• Test different variations of the “Add to Cart” button, including color, wording, and placement.

• Experiment with multiple CTAs: one near the top of the page and another further down for website visitors who scroll.

• Test simplified vs detailed checkout flows on your checkout page to see which reduces friction and cart abandonment.

5. Recommendations and upsells

Additional product suggestions can boost your average order value.

• A/B test placing upsell or cross-sell recommendations in different locations: below the main product, in a sidebar, or after adding to cart.

More on what makes an ecommerce website convert here.

AB testing ideas for email marketing

Email campaigns are one of the most measurable and impactful ways to connect with your target audience. A/B testing your emails can reveal what drives higher open rates, engagement, and ultimately conversions. Just like landing pages, small changes in your emails can deliver more significant results over time.

Email campaigns are easy to A/B test, as so many email providers (like Omnisend and Mailchimp) facilitate split testing.

Tip: ‘Split testing’ is just another way to say A/B testing. It’s when you send two separate versions of an email to two segments of your mailing list, then, you measure the results.

Here are some testing ideas for your marketing emails, to get you started.

1. Subject lines

Your subject line is the first thing your recipients see, and it determines whether they open your email or ignore it.

• Test different versions of subject lines: question vs statement, long vs short, or even adding sense of urgency.

• Personalization can help: including a recipient’s name or referencing past behavior may increase open rates.

• Use your tools to send Variant B alongside the original version and track which subject lines drive the highest open rates.

Whilst you’re experimenting, just remember the KISS method. Keep it simple stupid. Don’t over complicate the email subject. If you make it too long, it might actually get cut off anyway.

2. Email body

Email body A/B testing will help you understand how much content (or what kind of content) your contact list are willing to digest.

• Play around with image heavy vs copy heavy email bodies. Whilst you might think more images means more appealing, this might not be the case. A general rule is 60% copy and 40% image, but you can’t know your own magic ratio without some thorough split tests.

• Play around with copy lengths, too. It’s easy to get carried away telling potential customers all the amazing things about your brand. But, are they going to read all that? Maybe not. On the other hand, emails that are too short can confuse your target audience, especially if you miss out important information.

• Play around with interactive elements like videos and GIFs. Depending on whether they fit your brand, these can be great for user engagement. But, there’s only one way to find out…

3. Coupon codes

Offer messaging is a whole science, and one you should definitely be testing out.

Testing different coupon codes and phrasing will give you valuable insights to help you make better marketing decisions.

• Experiment with free trials, discounts, limited-time offers, or downloadable resources.

• Change how the offer is presented: “50% off today only” vs "Half price whilst stocks last", they basically say the same thing but you might find one way outperforms the other.

4. Layout and design

Email layout plays a key role in readability and engagement.

• Test single-column versus multi-column formats.

• Try moving your CTA buttons around, changing the color scheme, or using bullet points to break up content for easier scanning.

5. Iteration and continuous improvement

Like landing pages, email optimization is also an ongoing process. Each winning variation becomes the baseline for your next test. If sending with name personalization in the subject worked, you apply that and test something else in the new version.

Over time, systematic A/B testing across subject lines, body copy, and design leads to stronger engagement, higher conversion rates, and better results for your business.

AB testing ideas for organic socials

Just like with landing pages and emails, A/B testing can help you understand what resonates best with your target audience on social media. Here are three simple ideas to get you started:

1. Post format

Test different formats, such as image posts vs. short videos, or carousel vs. single image. Track engagement and see which format encourages more likes, shares, and comments from your website visitors and followers.

2. Captions and headlines

Experiment with different variations of captions or headlines. Try questions vs. statements, or add a sense of urgency in one version and a softer approach in another. Measuring engagement metrics will show which style drives more interaction and clicks.

3. Posting times

Schedule the same content at different times of day or days of the week. Analyze which timing leads to higher engagement, better reach, and more traffic back to your site. This small tweak can reveal patterns in user behavior and maximize your social media ROI.

How to AB test on organic socials

TikTok: Split testing with Ads Manager

TikTok's Ads Manager provides a robust split testing tool, allowing you to compare two versions of your content to determine which performs better. You can test variables such as targeting, bidding strategies, and creative elements. By splitting your audience into two equal groups, each group sees only one version of the ad, ensuring unbiased results. This method helps in optimizing your campaigns for better performance

Instagram: Trial reels for content testing

Instagram has introduced a feature called "Trial Reels," allowing creators to test new content with a subset of non-followers before sharing it with their entire audience. This feature enables you to experiment with different captions, thumbnails, and formats to see what resonates best. The performance data from these trial runs can guide your content strategy, helping you refine your approach based on real-time feedback

Maximizing your testing efforts

Like we’ve said, you can A/B test pretty much anything. But to make sure your tests are effective and informative, we do have some guidelines for you to stick to.

Focus on a goal

Your A/B test should always be linked to, and based on, a clear business goal.

For example, ‘increasing form fill ins’, ‘increasing email coupon use’, ‘reducing landing page bounce rates’. If you don’t have a business goal in mind, you’ll just be stabbing in the dark.

Small changes

To make informed decisions, you need to change and test small things at a time. We’re talking as simple as two landing pages that are virtually identical, apart from one CTA button being a different color from the other.

Testing times

Make sure you run tests for a statistically significant amount of time. If you average a conversion a day, you can’t expect to see a huge impact within 48 hours.

Run the test for at least a couple of weeks, ideally longer, to make sure you end up with statistically significant results.

Tweak and repeat

An A/B testing strategy is an ongoing process. So, keep on multivariate testing to refine your decisions based on any new insights. And always build from the new version.

Nail your marketing efforts

A/B testing can give you the insights you need to optimize your website, sales, conversions, contacts, and email marketing campaigns.

When done well, it allows you to make data-driven decisions that improve your user experience, boost conversion rate, and increase overall engagement across your digital channels, including social media, landing pages, email marketing campaigns, and product pages.

The power of A/B testing lies in its ability to uncover exactly what resonates with your target audience. Small changes, such as tweaking subject lines, adjusting a CTA button, or modifying your body copy, can lead to measurable improvements in open rates, click-throughs, and even average order value.

Remember, A/B testing is all about experimenting with different variations in a controlled, methodical way. Each test result informs your next step, helping you refine your website, email campaigns, and marketing strategy incrementally. It’s not about sweeping changes overnight, slow, steady, and specific improvements win the race.

By committing to continuous testing and learning, you’re not only enhancing your immediate conversion rates but also building long-term confidence in your overall digital strategy. Over time, these small wins compound, giving you better results across all aspects of your marketing, from website performance to email engagement and customer loyalty.

AB testing ideas: The FAQs

What are the most common mistakes in AB testing?

Even with the best intentions, A/B testing can go off track if you’re not careful. Avoiding these common pitfalls will help ensure your tests provide meaningful insights and improve your marketing strategy.

1. No clear goal

Many businesses start testing without a clear objective. Every A/B test should be tied to a measurable goal, such as increasing average order value, decreasing bounce rate, or increasing average time on page.

2. Too many variables

This one is pretty common. People have so many AB testing ideas that they want to try, that they decide to try them all at once. Bad idea.

Let's imagine you're testing 2 landing pages. You have the original, which acts as the control version, and the new version. On the new version, you've changed the button color, changed the value proposition in the header, and changed the images.

You're not going to know which one of these changes has impacted the results. So, make sure you only test a single variable at a time. Once you've run the button color testing process and seen the results from that, you can test the value proposition next.

3. Testing as a one off

A/B testing is not a one-time task, it’s an ongoing process. Each set of A/B test results should inform the next step in your optimization strategy. Neglecting to iterate or learn from previous test results means missing opportunities to refine your marketing strategy and improve your overall user experience.

How long should I run an A/B test?

The duration of your test depends on the number of website visitors or email recipients you have and the actions you’re measuring. To achieve statistically significant results, make sure your sample size is large enough to detect meaningful differences between the original version and variant B.

Running a test for too short a time can lead to misleading conclusions, while running it too long may waste time and delay improvements. Most tests run for at least 1–2 weeks, but high-traffic pages may require less time to reach significance.

Should I test multiple changes at once?

Even if you've got hundreds of AB testing ideas on your list, it’s best to start with a single variable per test, such as a headline, CTA button, or image, so you can accurately identify what caused the change in conversion rate.

Testing too many changes at once can obscure the results. Once you’ve optimized individual elements, multivariate testing can be used as a next step to see how combinations of changes interact and which combination drives the best results.

What are some AB testing tools I can use?

There are a number of great A/B testing tools available that can help you run experiments on your website, emails, and even ads. Some of the most popular include:

• Optimizely: A robust platform for website and product experimentation, including multivariate testing and personalization.

• VWO (Visual Website Optimizer): Lets you create and test different versions of your pages with a visual editor and track user behavior.

• Unbounce: Great for testing landing pages and pop-ups, especially for paid campaigns.

• Mailchimp: Provides A/B testing for email campaigns, including subject lines and content variations.

• Omnisend: Another email marketing tool that lets you test different email versions and track open rates, click-throughs, and conversions.

Choosing the right tool depends on your goals, budget, and the type of test you want to run, but all of these options give you the ability to create variants, track performance, and find your winning variation.