“Best practices” tell us some of the more conventional things that we should all be testing, like our headlines and calls to action.
But thinking outside the box and running unusual tests is worth it too, even if they go against what the experts are telling you to do.
It’s easy to look at a page and judge it “qualitatively” based on how it looks to you. But that doesn’t tell the whole story. The aesthetic of a page is one thing. But if a beautiful page doesn’t convert, it’s not useful. An ugly page that does convert, though, still makes money.
The “best practice” is to make it immediately clear what your business can do for your visitor. But best practices don’t always win out. Zapier found this in their homepage test, but it applies to any landing page you’re working on. Play with your copy and test variations that provoke your visitor, whether they’re directly about your business or not.
Our A/B testing tool had a bug that delayed the $25 activation fee from being crossed out until a few seconds after the page loaded. This error ended up creating a much larger uplift than having it already crossed out on load, when the bug was fixed. The result now is that the activation fee shows, and then is crossed out after a few seconds.
Get creative with the pricing on your landing pages, and test dynamic flourishes. If you’re offering a discount, try having the discount appear after a few seconds, once the full price has soaked into the visitor’s mind.
I used to believe that making the checkout process simple by having everything on one page would always boost conversions. But in one test, I split things up onto two separate pages, and got an increase in conversions by 11%. I was shocked.
Simple isn’t always better. Sometimes making your landing page visitors work harder to convert can work in your favor. Experiment with adding additional pages, form fields and steps to your signup process.
It’s often a plain text link these days that gets you the clean download [ed. note: meaning that the link isn’t an ad or malware]. We could be experiencing “seasoned internet user” behavior on the download page.
Boring doesn’t necessarily mean bad. Text links on your landing page could be a great way to gain your visitors’ trust in a world full of big, colorful buttons competing for their attention. But you gotta test.
When we added just a single form field on the homepage, versus just the button, our conversions went up 36.5%.
Try asking your landing page visitors for information that’s different from what everyone else is asking for. We’re used to seeing forms that ask for our name and email address, but if you ask for something unconventional like a URL, it may catch your visitors’ attention.
Hopefully these five case studies have given you ideas for your own unconventional tests. Give them a try… you might just be surprised.
By October 13th, 2015 in A/B Testingon
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