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Scientist uses modern technology for its research

Know what an A/B test is? Just in case you don’t, it’s the process of comparing two slightly different versions of a single web page against each other—wherein you make a small change to one only one page, thus learning what will (hopefully) drive your visitors to take the action you want on each page.

It’s often a painstaking process filled with minutia and the need to test each element one at a time until you learn what works best.

What can you test on your local business website? Just about anything! Here are a few of the first—and most important—items you should research using A/B testing for your site.

  1. Headline

This is the first thing visitors to any page on your website will notice, in turn bearing the most weight with respect to the subsequent actions they’ll take. It’s for this very reason that it makes sense to test out various headline options to learn which one is most effective.

Now, the most important headline testing component is finding the specific words that will best resonate with your market. Are they looking for “HVAC repair services”? Or “HVAC services that make you comfortable”?

With comfort the main factor driving the desire to purchase HVAC repair services, you’d test a headline including this specific word and then see how it performs versus the one without it: noting how long visitors stay on the page, how many bounce, and how many call or use your contact form to reach out to you.

Once you have a clear winner, you pinpoint that headline the best one to use from now on.

  1. Call-to-Action

“Just call…” is the perfect example of a call-to-action wherein you ask your visitors to do something. How you phrase your call-to-action largely impacts how many people are willing to follow suit.

Many businesses simply say: “Call 555.555.5555 for your free estimate.” That’s better than nothing, but it’s not overly enticing to your visitors. A couple techniques you can employ to boost the chance they’ll take action include:

  1. Highlighting pain avoidance: “To get your HVAC repaired today by a reliable contractor you can trust so you can stop sweating, call…”
  2. Reminding visitors of the benefits they can reap from you: “Want to feel cool and comfortable again? Just call 555.555.5555 today and we’ll get your AC fixed in under 24 hours.”

The first approach typically works best. Nevertheless, you’ll need to confirm its effectiveness on your own specific website through the A/B testing process.

Easily Explode Your Conversions

A/B testing performed for a website that hasn’t explored this previously can easily drive conversions up 50%-300%—or even more! Results are totally unique to each website given that, likewise, design and marketing copy are also unique for each site.

You can A/B test all you want to drive your conversions up even further, but you should at least perform a basic round—and will be glad when you do!



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