7 A/B tests that can boost your lead generation conversions

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Your site has to remain relevant and keep on generating leads. So, if you need some A/B test suggestions while working with CRO agency or for yourself, this article might be helpful.

Companies often miss lead generating opportunities by forgetting to run a split test. This article presents 7 A/B test ideas that you should consider if you need to attract more leads.

1. Value proposition

A unique value proposition that resonates with your target market will give your business an advantage over its competitors. Many companies would like to think that their value proposition is good enough to force users to become interested in the products or services on offer. Still, most of the companies are doing it wrong.

What is a good value proposition then? What does it look like?

An excellent value proposition convinces visitors to become interested in your products or services by giving a summary of how the products or services will benefit them.

It’s not an easy task to come up with a value proposition that will appeal to leads and make them convert to customers. But fortunately, there is a cheat code to this, and it looks like this:

  1. Interview existing customers and past customers to learn why they chose to use your service
  2. Categorize responses into different groups
  3. Validate insights from existing customers by surveying site visitors to see which of the categories resonates with them
  4. Run A/B tests to see which of the value proposition increase your conversion rates.

2. Landing page layout

The layout is one of the many experiments you can conduct on your landing pages.
Every website has its own set of a targeted audience, and there are several layout designs you could apply on your page. Some sites prefer a detailed landing page, while others go for a general landing page.
During the Conversion Rate Optimization process, such tools as Google Analytics and Hotjar will help to understand what users are doing on the website and why.
For example, Groove conducted customer interviews and captured the words customers use. Using the results, they redesigned the landing page layout. The conversion rate increased from 2.3% to 4.3%.

When it comes to boosting conversions, there is no right or wrong approach and what works for other companies, in the same niche as yours, may not work for you. That is why you should continuously run a test and see what works for you.

3. Number of fields in the Contact form

The fewer the number of fields in a form, the higher the conversions. This practice was implemented in 2011 when Marketing Experiment reduced the number of fields on its signup form and the result was an increase in conversions.

But with digital marketing, nothing can ever be straightforward. Some case studies have revealed that long forms can also have a high conversion rate. A good example is Salesforce. Their form has ten custom fields and one tick box.

So, this brings us to this question: How many fields on your lead gen form is too many?
Well, it depends. When determining the number of fields on your lead generation form, you have to ask yourself these two questions:

  • What should I prioritize: lead quantity or quality
  • What kind of information do I require to turn a lead into a customer?

When you now have the answers to these questions on your fingertips, then design two different forms and run a test.

4. Trust Signals and Social proof options


Trust: you cannot have high conversions without it. You cannot force it or demand it from your web visitors, but instead, you earn it. When it comes to the issue of trust in websites, trust signals can help you put your prospects at ease.
Trust signals can be in the form of guarantees, testimonials, membership trust signals and trust by association.
Depending on the test results, you might as well have more than one type on your site. The placement of the seal also has to be tested.

Social proof has the same effect as the trust symbol.
It’s a psychological phenomenon where we look to the opinions of others and additional “signals” to help us make decisions. It’s also a powerful persuasion tool you can use in your business to influence potential customers who are trying to make a buying decision.

5. Navigation

An average visitor of an e-commerce website probably wants to check out some of the products. That is why you need to create a simple and intuitive navigation bar that can take users to the targeted page in only one click. The navigation bar must be highly visible and placed horizontally in the upper part of the homepage.
You can run different A/B tests playing around the navigation bar layout. But before the start, you need to define the KPI’s.

6. Copy length: Long vs Short copy

There is no consensus among marketers when it comes to copy length.
Long copy fanatics believe that more copy means more sales, while the short copy advocates say that there is no reason to write long texts because people do not want to read.
When a brand is well-known, it doesn’t need as much marketing copy as a new brand does. When people don’t know much about your brand, you’ll have to create a text that is longer. The reason for that is that when people aren’t familiar with your brand, they tend to have more questions, concerns and social proofs.

7. Incremental vs Radical test

Sometimes testing and changing one element at a time can be time-consuming. It can actually take several months to have actionable results. But if you want fast results, you can opt for a radical redesign.
A radical test is when many web elements are tested at the same time, whereas an incremental test refers to the testing of single components at a time.
For example, instead of testing a single image or form placement (incremental testing), you can run a radical test where you can test different fonts, images, value propositions, colors and form placements at the same time.
Let’s say you run a radical test and you notice an increase in conversions, how then will you know which element contributed the most and which elements were less effective?
Well, this you wouldn’t know, and this is why a radical test is an all or nothing tactic!

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