As digital marketers, we understand the importance of A/B testing. It helps us to make data-driven decisions and improve our website’s performance. But sometimes, the results of these experiments can surprise even the most experienced professionals. Here are 10 surprising A/B test results that revolutionized our website:
1. Shortening the checkout process increased conversions by 33%
We thought that a longer checkout process would give customers more time to consider their purchase, but it turns out that it was actually putting them off. By simplifying the checkout process, we saw a significant increase in conversion rates.
2. Changing the color of our call-to-action button increased clicks by 21%
We thought that our bright orange call-to-action button was eye-catching enough, but after testing a few different colors, we found that green was the most effective. This simple change led to a 21% increase in clicks.
3. Adding a video to our homepage decreased bounce rates by 40%
We were hesitant to add a video to our homepage, thinking that it would slow down load times and distract visitors from our message. However, after testing it out, we found that it actually had the opposite effect – visitors were more engaged and spent more time on our site.
4. Removing navigation from our landing pages increased conversion rates by 16%
We thought that visitors would appreciate having navigation options on our landing pages, but it turns out that it was actually distracting them from our main message. By removing navigation, we saw a significant increase in conversions.
5. Changing the position of our search bar increased searches by 28%
We thought that our search bar was easy enough to find, but after testing out a few different positions, we found that moving it to the top right-hand corner of the page led to a 28% increase in searches.
6. Adding social proof to our product pages increased sales by 20%
We thought that our product descriptions were convincing enough, but after adding customer reviews and ratings to our product pages, we saw a significant increase in sales. Visitors were more likely to trust and buy from us when they saw that others had had positive experiences with our products.
7. Changing the font on our headlines increased engagement by 18%
We thought that our font choices were aesthetically pleasing, but after testing out a few different options, we found that a serif font led to higher engagement rates. Visitors were more likely to read and interact with our content when it was presented in this way.
8. Increasing the size of our product images increased sales by 17%
We thought that our product images were large enough, but after increasing their size, we saw a significant increase in sales. Visitors were more likely to make a purchase when they could see the product in more detail.
9. Changing our pricing structure increased revenue by 25%
We thought that our pricing structure was fair, but after testing out a few different options, we found that a tiered pricing structure led to higher revenue. Customers were more likely to upgrade to a higher-priced plan when they saw that it offered more value.
10. Adding a pop-up to our homepage increased email sign-ups by 30%
We were hesitant to add a pop-up to our homepage, thinking that it would be annoying to visitors. However, after testing it out, we found that it actually led to a significant increase in email sign-ups. Visitors were more likely to sign up for our newsletter when they were prompted to do so in this way.
In conclusion, A/B testing can lead to some surprising results that can revolutionize your website’s performance. By being open to testing new ideas and approaches, you can make data-driven decisions that will help you to achieve your goals.
