A/B Testing & Conversion Optimization
Raise conversions on the pages, forms, calls to action and emails that matter most, using tests instead of guesses.
Conversion optimization looks at the places where people decide whether to take the next step, like landing pages, forms, calls to action and key emails. Instead of changing things based on opinions, you test one change at a time and keep what actually works.
The test ideas come from what you've already learned: the findings from your web design and copy audits and the drop-off points in your reporting. Each idea gets ranked by how much it could help, how much effort it takes and whether the page gets enough traffic for a fair test. Pages without enough traffic get best-practice updates and a before-and-after comparison instead.
Every test is written down with a hypothesis, the change, the result and what you decided, so you build a record of what works for your audience. Heatmaps and session recordings help explain why people behave the way they do, and winning versions get rolled out before the next test starts.
Signs you need this
- Your landing pages get traffic but not many form fills
- Your team argues about which headline or button works better
- Changes go live and nobody checks whether they helped
- Your conversion rate has dropped and you're not sure why
- You're planning a redesign and want to know what to keep
End results
- A list of the conversion points that get enough traffic to test
- A ranked test list based on impact, effort and traffic
- A test log with the hypothesis, change, result and decision for every test
- Your first test run, logged and rolled out
- Heatmaps or session recordings set up on your key pages
Common questions
What should I test first?
Start with the page or email that matters most to revenue and gets steady traffic, like your main landing page or demo request form. Small changes there have the biggest payoff.
How much traffic do I need to run an A/B test?
Enough that each version gets a meaningful number of conversions, which usually means hundreds of visitors a week to that page. Without that, make best-practice changes and compare before and after instead.
How long should a test run?
Until there's a clear winner or you hit a set time limit, usually two to six weeks. Ending a test too early can make a random swing look like a real result.
Can I test more than one thing at once?
Run one test per page at a time, and change one thing per test. Otherwise you won't know which change made the difference.
What are heatmaps and session recordings for?
They show where people click, how far they scroll and where they get stuck. They don't prove what works, but they're a great source of ideas for what to test next.
