Similar to eating your vegetables, you understand that A/B tests are beneficial and something you should be doing. However, the process can be quite demanding in terms of time and money. You might already be picturing lengthy discussions with designers and engineers, tedious integrations, and even difficulties convincing your manager that it’s worthwhile. But worry not! With the proper tools and some planning, you’ll be running A/B tests effortlessly.

A recent A/B test that we ran on the nexus-security.github.io homepage As the recent Senior Optimization Specialist at nexus-security, I’ve been conducting numerous A/B tests, ranging from home page tests to mobile testing, to enhance conversion rates at crucial stages of our user journeys. While our website receives substantial traffic, our startup mentality drives us to prioritize cost-effectiveness and efficiency in our testing procedures. Drawing from our experiences, we present our top 5 tips to navigate the A/B testing process, especially if you’re operating with a limited budget as a small business.

Tip #1: Identify Pain Points & Gather Feedback

You likely already have an idea of the areas on your website that need attention. Is there a specific page with an unusually high bounce rate? Are conversion rates in a particular section lagging? These are your pain points. When choosing where to run a test, prioritize pages with sufficient traffic to yield meaningful and actionable data. While altering images on your “About Us” page might slightly improve conversion rates, noticeable results might take months. Focus your test on a high-traffic page crucial to the conversion process.

Your product page likely has the traffic volume and impact on the conversion funnel that makes it perfect for an A/B test. For example, you could test moving the CTA above the fold on this page. Once you’ve pinpointed the page or section for testing, it’s time to solicit genuine feedback. Maintaining objectivity while evaluating your website can be challenging for marketers – it’s like criticizing your own creation! Consider offering incentives to customers for participating in a survey about their experience, asking them to pinpoint areas in the conversion path where they felt lost or couldn’t find necessary information. A survey by the Rockefeller Corporation (PDF), reveals that 68% of users abandon a website due to a perceived lack of care from the company. To make matters worse, only 4% of dissatisfied customers voice their concerns, leaving a silent 96% who simply leave without providing feedback. If dedicated user testing isn’t feasible, consider requesting an unbiased evaluation from a fellow marketer.

Tip #2: Think Big!

Addressing significant challenges requires comprehensive solutions. Modifying button colors or sizes might seem like an easy fix, but it won’t lead to the enduring improvements you seek. Instead, focus on the call to action (CTA) within the button or the offer itself. Is it unclear or lacking value proposition? Rework the copy to be clear and action-oriented. If the offer isn’t well-presented, try incorporating visuals or videos to showcase its value. Perhaps the offer itself isn’t resonating with your target audience. Instead of pushing for immediate purchases, experiment with free trials or varying contract durations.

Think bigger! This likely won’t have the big impact on conversion rate that you’re looking for.

Tip #3: Establish a Clear Hypothesis and KPIs

After finalizing the test’s design and location, take the time to formulate a hypothesis. Structure it as a straightforward if/then statement (just like in science class): If the CTA text on the homepage is modified, then the click-through rate will significantly increase. Use this hypothesis as a reference point when evaluating the test results.

A recent test we ran on our blog sidebar. The hypothesis was: “If we include an image of the AdWords Grader Report, then users will be more likely to complete the Grader.” Having established a hypothesis, select key performance indicators (KPIs) to track during the test. In the example above, the primary KPI is click-through rate. Conversion rate is another crucial metric to monitor. Implement a daily or weekly tracker to keep tabs on these metrics. While many A/B testing services provide automated tracking, if you’re using distinct URLs for your test, you can isolate them in your analytics software. If multiple offers are present on the same page, ensure you’re tracking them all. This allows you to identify any potential cannibalization effects resulting from optimizing one offer over another.

Examples of tracker formatting with fictional data.

Tip #4: Exercise Patience!

The hardest part of testing might be refraining from intervention! Run your test for a minimum of 7 days, ensuring your results reach statistical significance – aiming for at least 95% is advisable. Most A/B testing platforms calculate this for you, but online calculators are readily available (here is a good one from Optimizely). Keep in mind that testing low-traffic pages or websites with fewer conversions might require extending the testing period to a few weeks or even longer.

Sample from Optimizely’s free sample size calculator. Take advantage of this even if you’re not an Optimizely customer!

Tip #5: Select the Ideal Testing Platform & Invest in Training

Numerous excellent A/B testing platforms are available! Most offer the same core features, like a visual editor that allows you to modify page elements without coding (a significant time-saver!), reporting functionalities, visitor segmentation (e.g., targeting new or desktop-only visitors), the ability to define custom goals, and cross-page testing capabilities.

An example of Optimizely’s visual editor in action. Optimizely, a long-standing player in the field, has established the benchmark for A/B testing tools and offers specialized training resources. However, their pricing might be a barrier for some smaller businesses. Alternatives to consider include Convert, Marketizator, and Visual Website Optimizer (VWO).

Heatmap tracking may be a value-add for your A/B test. Convert boasts the most competitive pricing and seamlessly integrates with tools like Google Analytics and Crazy Egg for streamlined goal tracking and segmentation. Marketizator is also budget-friendly, especially with long-term contracts, and offers additional features like surveys and personalized banner ads triggered by user interactions. Visual Website Optimizer positions itself as a comprehensive conversion optimization platform, providing heatmaps, advanced targeting, personalization, and the standard A/B testing features. Finally, once you’ve chosen a platform, dedicate time to master its functionalities and ensure you’re equipped to set up and execute tests effectively. A reputable software provider will offer training and support to help you launch your first test. You’re now equipped to set up your first (or best) A/B tests! Let us know about your experience.