20 Obvious AB Tests For Your Website

Here at Spot Studio we’re all about those AB tests. Which is why we’ve come up with a list of 20 obvious AB tests for you to implement for your website like right now. And you can get way more where this came from. Check out our A/B Testing blog for more insightful info.

General AB Tests

Let’s start with the basics shall we?

1. Background Images and Patterns

Your background, whether that be a solid colour, pattern or image has surprising subliminal consequences. You should test out different background images to see which generates the most positive response from users. It’s worth taking colour psychology and branding into account. For example, blue has an “intellectual feel” while yellow has “emotional”, and violet a “spiritual”. If you want to really delve into colour psychology Colour Affects is a great resource.


2. Number of Columns

Although multiple column landing pages definitely look more aesthetically pleasing than single columns, in terms of CRO that means nothing. For example, a SaaS company’s conversion rate increased by 680.6% when they switched from two-column to single column. You want people to get past your landing page. Above all you need a clear CTA. Simplicity is your best friend on this one – substance over style.


3. Link Colours

Internal link colours can have a huge impact on how many users seep into your sales funnel. Normally people don’t put much thought into the presentation of their internal links, but they’re highly associated with CRO. We’ve got one piece of advice for you on this one – what sticks out gets clicks. Think about the colours surrounding the links and make something eye catching. The standard blue just doesn’t cut it anymore.


4. Navigation Links

Navigational menus are pivotal to your user journeys. The presentation of it determines whether you get visitors to your pricing pages and contact forms, etc.. When testing consider differentiators such as number of links, positioning and colours used. You’d be surprised what differences can be made.


5. Contact Form Fields

If you’re the type of company that depends on quote requests or contact from your site then this is absolutely critical to you. It’s common sense on this one – be frugal with your field numbers and really think about the types that you use. Are you going to use drop-down boxes, text or check boxes? What’s more convenient for your type of customer?


6. Steps in Your Checkout Process

We discussed briefly in our Weekly Roundup #14 the importance of checkout progress indicators. There are an overwhelming amount of case studies that are in favour of the single-step checkout. If you’ve never done it before then definitely try since it’ll almost always convert better than a multiple page system.

Typography A/B Tests


7. Sans Serif vs Serif

To keep it simple, Sans Serif typefaces are plain and have consistent widths, whereas Serif typefaces contain accents with various widths and have flourishes. The ‘Georgia’ typeface is proven to be by far the most popular online. Serifs are best for print and San Serif for the web, so try it for yourself and see.


8. Colours

As we mentioned above, colour is integral to your design. For long form copy we recommend strongly that you always go for black text on a white background. Traditional, but it works and it’s what we’re used to. For calls to action though, test all 8 of the basic colours and like we said earlier – what sticks out gets clicked. 


9. Font Size

Keeping it short and sweet on this one. Ariel is most legible at 14px, Courier and Verdana at 12px and Tahoma at 10. Whichever one you do decide to go with, test out differences in click throughs according to font size.


10. Typefaces

Typefaces are probably the most irritating of the obvious A/B tests you can do. Do not even consider testing all 700+ Google fonts. Step away from the computer. Only test fonts that suit your web design and fit in accordingly. While you’re at it you may want to A/B/C/D test multiple typefaces at once.

Calls To Action

ab tests


11. Position

Don’t just plop your CTA button in the middle of the page because you think it’s the norm. According to Content Verve placing your Call to Action button below the fold can increase conversions by 304%. Leave no stone unturned- test above, below, left of, and right of the page. Consider it’s association with text elements and how it can follow the narrative of on-page copy.


12. Colour

Here we are again with colour. This is common among CRO tests. Hubspot noted how a red call to action button beat a green one with a 21% increase in CRO while Content Verve’s test showed that green for 35.82% more sales for eCommerce than blue. All we can really conclude from that is that you go for a contrasting, distinct colour. One that stands out but compliments other elements.


13. Text

The text you use for your call to action button needs to be tested vigorously. Experiment with lengths, power words, emotive language, action verbs and pronouns. Think about customer intention and the benefits they get from playing ball with your CTA and use that as inspiration for your text.

Pricing Schemes A/B Tests

ab tests


14. Money Back Guarantees, Free Trials & Freemium

Demos are one of the most important ways to secure a prospect. You’ve got freemium products that have limited features but are free forever, free trials allowing full use of the service, and the time sensitive money back offer. You can A/B test between the three to see which works best for your business and keeps that prospect hooked on your product or service. Just try not to be sneaky, people hate that.


15. Free Trial Length

If you find that a free trial worked out best for you, then you can now test how long that free trial should be. Three days, 7, 14, 30? Depending on what the product or service is for you should pick the shortest amount of free time you can, but enough for them to get attached to the experience. You want them to have enough time to experience how useful it is having your stuff so make it short, snappy and impactful. During this time make sure you that you show them all the perks and features you have on offer!


16. Pricing Plans

You should always be trying out different pricing plans, but also have a play around with features to make higher paid plans convert better. This is where the decoy pricing model comes into play. If you don’t know what it is, don’t worry. You’ve almost always opted for it in the past. When you go to a restaurant and the waiter asks if you want to make your coke a large for 25p more, you’ve probably said “Yes”. That’s decoy pricing. Another example of decoy pricing could be “Digital Magazine Subscription £50 a year”, “Print Magazine Subscription £100 a year” and “Digital and Print Magazine Subscription £100 a year”. You’re obviously going to opt for the last because it contains both. Consider it as an option.

Landing Page Copy A/B Tests

ab tests


17. Long-Form Copy & Short-Form Copy

Theoretically you would think that short form copy would be the best option on this one considering that as human beings, we have crap attention spans – but the rule isn’t set in stone. Neil Patel tested his own personal website and found that long-form copy was the better option for him since it produced 7.6% more leads, and they were better quality. On the other hand however according to Content Verve a Scandinavian gym chain got 11% more conversions using short-form copy. Obviously this is going to come down to what services you offer – are you offering expert advice? Or a simple service?


18. Text Sales Pages vs Video

So text or video what’s it gonna be? On one hand you have to consider that video is expensive to create and that’s the main reason for text-based copy writing. But by using text are you missing out on much needed conversions? Depending on how big your firm is and the resources you have available, a video sales page may be worth it, or a combination of the two. Try out a smaller video first to see if things improve before you fully invest.


19. The Text Itself

As we said with typefaces – don’t try to test out every possibility. Same with text, if there’s only small differences it’s a total waste of your time and energy. Don’t get hung up on every word but consider the vibes you send out behind your copy. Does the writing style suit your brand? Are you using emotive language or keywords? Do you sound convincing? It’s easy to convince yourself that what you’re writing is right, but we need to swerve that confirmation bias. Test it!


20. Corresponding Images

While they aren’t strictly classed as copy, they’re still incredibly important. The images you chose have a huge impact on conversion rates. This is especially true when selling physical products. Check out our ultimate guide to perfect eCommerce Photography to make sure you’re nailing your copy images.

We’re pretty passionate about A/B testing. It’s our jam. We write about it a lot, and if you want to be the first to see our A/B testing blogs, then you’re gonna wanna sign up. Join us!


Alice Page

Digital Project Manager

Digital project manager, Alice smashes PPC campaigns and getting the developers into gear...