5 elements people dont a/b test but should

HiPPO says "Make button red"
HiPPO – Button colour testing

 

So most people start of in conversion rate optimisation by a/b testing headlines, CTA colours, CTA text and CTA size but there are much bigger wins out there for a little more time and effort.

All of the major A/B testing toll vendors says the same, that you can test without the need of designers and developers. This is true up to a point, basic testing is easy with a WYSIWYG editor. However anything that will drive big spikes in conversions is going to take skills. that means you need resource or training to get those skills. That is a topic for another article

This article is about 10 overlooked elements you can test without too much resource or training in design/development.

  1. Navigation – apart from landing pages every site needs it but have you ever tested it. Static Vs. sticky nav, megamenus Vs. standard menu or even different icons for your menu items. Hell you can even test adding/removing nav from landing pages if you really want to
  2. Font – Have you ever tested your font? Well its one of the easiest things to test and could have a big effect. Georgia has been shown to be one of the better converting fonts where readability is key. Larger fonts (14+) work well on forms or for sites with older demographics and font colours need to be readable so make them stand out from your background. No one will waste their time or eyesight squinting at your damn page with white text on grey forms
  3. Testimonials – they can make or break your credibility. One of the reasons I love user provided testimonials from sites such as TrustPilot as they ring genuine. too many testimonials sound fake because they have had the grammar/spelling corrected or have simply followed a standard “they were great” script.
  4. Images – Does that big background image actually help you convert your uses or does it just slow the page down. Is that the best image of your product or is the best one then one you left off site because of your own preference?
  5. Videos – depending on your offering a long boring page could be made shorter and more interesting with a video, have you tested two videos against each other or have you tested the type of embedded player your site uses?. Just remember though A video is there to supplement your content not replace it. Users should get the basics from copy.

Many people overlook these elements because they are just part of the page and have always been but every conversion matters and a few here or there soon amount to big money in the bank.

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