5 Standard A/B Tests to Run On Your Website

Page load speed isn’t the only way to boost your website performance. A/B testing is one of the best strategies to improve user experience and increase conversions on a web page.

Are you unfamiliar with A/B testing (sometimes called split testing or bucket testing)? It’s essentially creating two different versions of the same web page – or email, ad, etc. – (page A and page B). And you are then comparing performance – changing out a single element to determine which one works best for your website visitors.

Learn the strategies and ideas for influencing visitor behavior and increase conversion rates with our Website Conversion Rate Optimization Course.

Half of your website visitors will view Page A, and the other half will see Page B.


The best part about running A/B tests on your website is you get detailed data about which version gets you closer to your goals. Rather than guessing what your visitors want, you will know what they want by how they interact (or don’t interact) with the version of the web page served to them.

Which A/B Tests Should You Choose?

There are thousands of variations you can make to your web pages. But I want to focus on five of the standard A/B tests we frequently employ with our clients.

You must choose your tests wisely. Else you can waste valuable time and money testing elements of the page that don’t matter to you.

Here are the necessary A/B tests you may consider running on your website:

Calls to Action

Neil Patel attests that calls to action (CTAs) are the most influential element on the page, and I couldn’t agree more.

CTAs are the gateway to conversion, so it’s essential to get them correct.

How do you know what is correct – or, more accurately, what is most influential when it comes to your audience?

You find out by testing.

Some of the standard CTA tests we suggest are variations in color, copy (“Submit” vs. “Request Quote”), and position on the page.

Variation in Colour Inline Images

(Source: hubspot)


The right headline hits all the right pain points and keeps your visitors reading, so it’s worth it to test headlines for the most significant impact.

Headlines are one of the standard A/B tests we do with our clients because we can see which variation has a more significant effect on website visitors. This exercise ultimately helps our clients improve website performance.

A/B testing for headlines also appears to have a positive impact on page views, according to Priceonomics:

Impact of Headlines on Page Views

(Source: priceonomics )


The visual assets you place on a web page can have a significant impact on conversions. And you won’t know which ones your visitors prefer until you do some image testing.

HubSpot tested two versions of its product demo landing page – one without an image and one with an image. They experienced some surprising results: visitors preferred the page without the image.  

(Source: optinmonster)

If HubSpot hadn’t done the standard A/B tests with images, the company might have assumed an image was necessary. By testing, they improved website performance, increasing email signups on the page without an image by 24 percent.


The length of copywriting on your web page can also influence visitor behavior.

The only way to know which works best for your audience is to test long-form copy and short-form copy. 

If you experience more conversions with one of the variations, then you know which length of copywriting can deliver better results going forward.

Contact Forms

If the web page you want to test contains a contact form, then it may be to your advantage to A/B test the page.

For example, you can try using a different number of fields on each page (page A can have three fields, and page B can have four fields). Or, you may want to try using different types of fields (email address vs. phone number).

Once you have the data on which page earns you more conversions, you will know which format is most preferred by your visitors (and which is most effective).

How skilled are you with the Conversion Rate Optimization and its nuances? Well try answering these CRO Practice Test Questions and find out now!

Why A/B Testing Works  

When you use A/B testing on your website, you have real data about what your visitors want – because they tell you with their actions. The opportunity to access and interpret this data to improve website performance is the difference between a web page that thinks it knows your visitors and one that does.

Learn More about Website Conversion Strategies

Simplilearn’s Website Conversion Rate Optimization Certification helps you master the art of increasing conversion rates on landing pages, microsites, and entire websites. During this online course, you will learn about effective strategies and ideas for influencing visitor behavior and increasing conversion rates.  

About the Author

Rob SandersRob Sanders

Rob Sanders is a digital marketing veteran with over 20 years of experience. During that time, Rob has helped a wide range of companies utilize new and emerging technologies to increase sales and profitability. As founder of RSO Consulting, Rob helps clients maximize their digital marketing efforts via SEO, SEM, SMO, and Web Analytics. He is responsible for many facets of the web analytics value chain, from identifying business goals and objectives to developing strategies and translating those into Key Performance Indicators (KPIs). Rob also teaches digital marketing and analytics classes throughout the U.S. and abroad. As a contributor for Simplilearn, Rob creates expert thought leadership content on a variety of digital marketing and analytics topics.

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