What if you could change just one element on your page and instantly increase your sales? Your conversions?

It’s not a hypothetical. One software company isolated just one variable on their sales page – in fact, just one word – and increased their number of requests by 160%. Changing “request a quote” to “request pricing” instantly improved their business.

That’s the power of A/B testing.

If you want to exercise this same power over your small business, however, you can’t run A/B tests on any old page elements. And you certainly can’t spend all of your time doing it. That’s why we’ve isolated some of the most important variables to run A/B tests on as you optimize your site’s conversion power.

1. The Landing Page

It’s probably not appropriate to compare web traffic to fish, but if there were any element on your website akin to a fishing net, the landing page would be it. In other words, it’s pretty darn important.

If you have a landing page, chances are you also have a specific goal in mind. Maybe your landing page simply wants visitors to sign up for a free trial of your software. Maybe it’s looking to make product sales. Whatever it is, the first step is defining that goal so that any potential A/B test will yield measurable results.

And while there are hundreds of landing page tips worth reading about, here’s where your A/B testing priorities should be:

call to action CTA

2. Your Newsletter Signup

If you run a shop or online blog that includes a simple email capture for an email list, then you know how powerful these lists can be in retaining customers.

newsletter signup cta

Because these signup forms are often small and simple, they make prime candidates for your first A/B testing project. But before you run those tests, here are a few things to keep in mind:

The great thing about optimizing your newsletter signup is that it will require minimal maintenance over time. Once you do the testing and find the best combination of copy and visuals, you can leave it in place as you focus on building more traffic.

3. Design Elements

If one simple word can completely change the results you have online, you shouldn’t be surprised to learn that a simple color change or headline placement can accomplish the same.

As long as you already have a “reverse pyramid” structure in place (the most important elements in the visible top portions of the site) you’re ready to test the following:

4. Headlines and Copywriting

landing page headline

You saw in our first example that A/B testing can result in major changes even when trying out one new word.

That’s how important headlines and general copywriting can be. And with A/B testing, you can always try out new phrases that generate better results. You don’t have to be an expert sales copywriter to get more conversions – you just have to pay attention to important elements like headlines, CTA (call to action) copy, and writing from the customer’s perspective.

Tools for A/B Testing

Intrigued by the possibilities of A/B testing your own small business website? Anxious to get started? Here are some tools to consider:

Have you A/B tested any elements on your website? Which elements had the biggest impact on your conversions and sales?