5 examples of A/B tests that you can apply this week

A/B tests are excellent tools, as they give us real feedback from the market. It's not just a simple research where someone can answer one thing and do another on a practical level: it's about facts.

In addition, Test A/A are key to optimizing the conversion of a website.

1. Highlighting the color of a Landing Page form

The idea of this experiment was to change the color of the form on the RD Station Marketing free trial page to make it stand out more. We decided to do this because the form was practically the same color as the background. Through that change we hoped to increase the conversion rate of the Landing Page.

We believed that by increasing the contrast of the form with the background, the form would stand out more, improving conversions by 20% compared to the original Landing Page.

So we duplicated the original page, made some changes to the second version of the page and started testing. Finally, we evaluated the performance of the experiment, concluding that the version representing the competing version (form with more contrast) had a 27% higher conversion rate than the original version (form with little contrast), confirming the initial hypothesis of the experiment.

2. Introduction of a Call-to-Action at the beginning of the e-mails

In this test, we included a Call-to-Action (CTA) to download the material at the beginning of the body of the e-mail, with the aim of increasing the campaign's click-through rate - which up to that moment, with the button at the end of the text, varied between 15 and 20%. The idea was to increase the click-through rate by 20%.

We created a new template and placed the CTA at the beginning. We fired the e-mails and verified that the version with the CTA at the beginning had a click-through rate of 24.28%, higher than the original version, confirming the initial hypothesis of the experiment.

3. Using the number of downloads of the material on a Landing Page as social proof

We believed that mentioning the number of downloads of material (that had already taken place on a Landing Page) could work as social proof, increasing conversions by 10%.

So we created a version of those pages with a download counter. The test was performed on the Landing Page of the Digital Marketing for Beginners kit.

We added the number of downloads the material had had up to that point and set up the A/B test with RD Station Marketing.

After analyzing 49 days of data, the original version of this kit had a conversion rate of 30.64%, while the competing version had a conversion rate of 31.25%.

Because of this low difference, RD Station's Test Calculator A/B deemed the difference not significant, and the test was classified as inconclusive.

4. Changing the layout of the chat page with RD Station

The idea here was to update the layout of the chat landing page to increase the conversion rate. By modifying the page template, we were aiming for a 30% increase in the conversion rate compared to the previous page.

The conversion rate of the original Landing Page was 11.46%, while that of the new Landing Page reached 21.23%, a variation of 9.77%.

Thus, we consider that the experiment failed, since the hypothesis that the conversion rate would increase by 30% after the layout change was not proven. The main hypothesis for failure was the instability of the conversion rates, as they varied a lot during the period of the experiment, which may mean that, depending on the channel, one type of Landing Page may perform better than another.

The main learning was that, even by improving the design of a Landing Page, the conversion rate will not necessarily increase, since it depends on other variables, such as the origin of the Lead.

5. Using a video of the author in a Landing Page of educational material

We decided to perform a test by inserting a video of the author of an educational material (eBook, webinar, template, etc.) in the Landing Page, inviting the visitor to download the material.

By replacing the image on the Landing Page with a video of the author talking about the educational material and making an invitation to download the offer, we believed that the visitor would feel closer to the proposal and that the conversion rate would increase by 20%, compared to the Landing Page that only included the image.

We chose the material, prepared the video script, which was then rehearsed, filmed and edited. Finally, we created the competing Landing Page and started monitoring conversion and return rates.

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Guillermo Correa. Blogger at Greydrive. insights, experimentation and Cro to optimize your e-commerce in an objective way. We work with major brands in Latam and Spain to create successful experimentation programs.