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10 A/B Testing Examples: Boost Your Conversion Rate Today


If you run an online business, you might have heard the term "A/B testing" thrown around. A/B testing is a powerful technique for improving website conversion rates, but what exactly is it? In this article, we will delve into the details of A/B testing, discussing its importance for boosting conversion rates and how it works.

What is A/B Testing?

A/B testing, also known as split testing, is a method of comparing two versions of a webpage or app against each other to determine which one performs better in achieving a particular goal. With A/B testing, you create two versions of the same webpage or app, differing in a single element, and show each version to a randomly selected group of visitors. The version that performs better in terms of the goal you set, such as conversions or click-throughs, is the one you should choose to use.

Why is A/B Testing Important for Boosting Conversion Rates?

Conversion rate optimization is the process of increasing the percentage of visitors to your website that convert into customers or take the desired action. A/B testing is a crucial component of conversion rate optimization as it provides you with data-driven insights on what changes to your website or app will improve conversions.

  • A/B testing allows you to test multiple variations of a webpage or app to see what resonates with your audience.

  • It provides insights into user behavior and pain points, allowing you to make changes that better cater to your audience.

  • A/B testing helps you avoid making changes to your website or app based on assumptions or best practices, which may not always work for your particular audience.

In conclusion, A/B testing is an essential tool for online businesses looking to improve their conversion rates. By leveraging data-driven insights, you can make informed decisions about changes to your website or app, ultimately leading to better business outcomes.

If you want to learn more about how A/B testing can help your business, get in touch with our team at ExactBuyer.

Example 1: Call to Action (CTA) Button

A call to action (CTA) button is an essential component of any website or landing page. It's the button that prompts a user to take a specific action, such as signing up for a free trial or making a purchase. However, simply having a CTA button isn't enough. The color, size, and placement of the button can significantly impact conversion rates.

Real-life case studies

In this article, we'll discuss how changing the color, size, or placement of CTA buttons can impact conversion rates with real-life case studies. These case studies will include:

  • A/B testing different CTA button colors on a landing page

  • Changing the size of a CTA button on a product page

  • Adjusting the placement of a CTA button on a website's homepage

By examining these case studies, we'll demonstrate the importance of carefully considering the design of your call to action buttons, and how making small changes can lead to a significant increase in conversions.

Example 2: Headlines

Are you struggling to create headlines that capture your audience's attention and drive conversions? Look no further! In this article, we'll explore the impact of different headlines on conversion rates with real examples from e-commerce sites and service pages. By the end, you'll have a better understanding of what makes a great headline and how to craft compelling ones for your own website.

The Importance of Headlines

Before we dive into examples, it's important to understand why headlines matter. Your headline is the first thing that visitors will see on your website, and it's what will determine if they continue reading or move on. A great headline can grab attention, create interest and build trust with your audience. On the other hand, a weak headline can lead to high bounce rates and low conversions.

Best Practices for Headlines

  • Keep it short and sweet - ideally less than 10 words

  • Use numbers or statistics to add credibility

  • Incorporate power words like "proven" or "guaranteed" to create urgency

  • Cater to your target audience's interests and pain points

Examples of Effective Headlines

  1. "Get Rid of Stubborn Belly Fat with our Proven Plan"

  2. "Discover the Secret to Perfectly Fluffy Pancakes"

  3. "10 Easy Home Decorating Tips to Make Your Space Look Like a Pro's"

These headlines are attention-grabbing, specific and promise a clear benefit to the reader. Take inspiration from them to craft your own winning headlines.

Example 3: Images and Videos

Visual elements such as images and videos are powerful tools that can greatly impact a viewer's decision-making process. By strategically placing images and creating compelling video content, you can increase your conversion rates and engage your audience. Here are some examples of how image placement and video content can impact your conversion rates:

Image Placement

  • Placing images near calls-to-action (CTAs) can help draw the viewer's attention to the CTA and increase the likelihood of conversion.

  • Using images to showcase products or services can help potential customers better understand what you offer.

  • Adding images to your website's navigation menu can make it more visually appealing and easier to navigate.

Video Content

  • Using video on your product pages can help demonstrate how your product works and increase sales.

  • Adding video testimonials from satisfied customers can increase trust and credibility.

  • Creating entertaining and informative videos for social media can improve brand awareness and engagement.

By utilizing visual elements effectively, you can create a more engaging and persuasive user experience. Experiment with different image placements and video content to optimize your conversion rates and drive more sales.

Example 4: Landing Page Layout

If you're looking to improve the conversion rates of your landing pages, you may want to consider testing different layouts. Through A/B testing, you can determine which layout resonates best with your audience and leads to more conversions. In this post, we'll show you how different landing page layouts impact conversion rates through A/B testing analysis.

Why Landing Page Layout Matters

The layout of your landing page can have a significant impact on its effectiveness in converting visitors into customers. A well-designed layout can help guide visitors through the page and draw attention to key elements such as your call to action (CTA) or lead capture form. On the other hand, a poorly designed layout can confuse visitors and cause them to leave the page without taking any action.

How A/B Testing Can Help

A/B testing involves creating two versions of your landing page - one with a new layout and one with your current layout. You then split your traffic evenly between the two versions and track which one leads to more conversions. By analyzing the data from your A/B test, you can determine which layout is more effective and make changes to your landing page accordingly.

Layout Elements to Consider

When deciding on which layout elements to test, there are a few key factors to consider:

  • Headline placement

  • Image placement

  • Color schemes

  • CTA placement and design

  • Lead capture form placement and design

By testing different variations of these elements, you can optimize your landing page layout for maximum conversions.

Example 5: Form Length and Format

One of the key factors that can impact the conversion rates of your lead forms is their length and format. When a visitor lands on your website, they might be interested in a particular offer or product, but if the lead form is too long or the format is unclear, they might abandon the conversion process.

Analyze the Number of Form Fields

The number of form fields can directly impact the conversion rates of your lead forms. If you have too many form fields, visitors might feel like the process is too long and complicated, leading them to abandon the form. On the other hand, if you have too few form fields, you might not be able to gather all the necessary information to qualify the lead.

By analyzing the number of form fields, you can find the right balance between gathering enough information to qualify the lead and keeping the form short and simple. You can use A/B testing to test different variations of your lead forms, and see which ones perform better in terms of conversion rates.

Analyze the Format of the Lead Form

The format of your lead form is also an important factor that can impact the conversion rates. Visitors need to be able to understand what information is required from them and how to provide it. If the format of the lead form is unclear, visitors might abandon the form, thinking that it's too complicated or they don't have the necessary information.

By analyzing the format of the lead form, you can ensure that visitors can easily understand and complete the form. You can use A/B testing to test different variations of your lead forms' format, such as changing the layout or using different form labels, and see which ones perform better in terms of conversion rates.

Real-Life Examples

  • Company A reduced the number of form fields from 10 to 5 and saw a 30% increase in conversion rates.

  • Company B changed the form format from a single-column layout to a multi-column layout and saw a 20% increase in conversion rates.

  • Company C added a progress bar to their lead form and saw a 15% increase in conversion rates.

Overall, analyzing the form length and format can help you optimize your lead forms for better conversion rates. By testing different variations and analyzing the results, you can find the right balance between gathering enough information to qualify the lead and keeping the form short and simple, while also ensuring that the format is clear and easy to understand.

Example 6: Social Proof

When it comes to online purchasing decisions, social proof plays a vital role in instilling confidence in potential buyers. Social proof elements, such as customer reviews, testimonials, and trust badges, can positively impact conversion rates by reinforcing trust in your brand.

Customer Reviews

Customer reviews serve as an important form of social proof as they provide unbiased feedback from individuals who have used your product or service. According to studies, 84% of people trust online reviews as much as a personal recommendation, making customer reviews a crucial element for building trust with potential customers.

One case study showed that incorporating customer reviews on product pages increased conversion rates for an e-commerce site by 58%. Additionally, having a mix of positive reviews along with some negative ones can actually improve credibility and authenticity.


Testimonials are another powerful form of social proof that can build trust in your brand. Unlike customer reviews, testimonials often come from well-known individuals or industry experts who vouch for your brand's quality and credibility.

A case study showed that implementing testimonials on a landing page resulted in a 58% increase in conversions. Furthermore, including the person's image and full name can increase credibility and make the testimonial more impactful.

Trust Badges

Trust badges are visual cues that indicate that your website is secure, reputable, and trustworthy. Examples of trust badges include SSL certificate seals and trust seals from recognized organizations like the Better Business Bureau.

A case study found that implementing a trust badge on a checkout page increased conversions by 42%. Additionally, displaying trust badges elsewhere on your website, such as the footer or contact page, can also boost trust and credibility.

  • In summary, incorporating social proof elements such as customer reviews, testimonials, and trust badges can have a significant positive impact on conversion rates.

  • Customer reviews can increase conversion rates by up to 58% and help build trust with potential customers.

  • Testimonials from well-known individuals can further enhance credibility and improve conversion rates.

  • Trust badges serve as visual cues that reinforce trust and security, resulting in increased conversions.

Example 7: Pricing and Discounts

Are you struggling with finding the sweet spot for your pricing strategy? Do you want to increase your conversions through the use of discounts? In this article, we'll explore how pricing strategies and discounts affect conversion rates in e-commerce, SaaS, and service-based industries.

Factors to Consider in Pricing

Before you determine the best pricing strategy for your business, it's important to consider various factors that can affect pricing. These factors include:

  • The value provided by your product or service

  • Your target audience and their willingness to pay

  • Competitor pricing

  • Costs of production or service delivery

  • Marketing and sales expenses

Types of Pricing Strategies

There are various pricing strategies that businesses can use, including:

  • Cost-plus pricing

  • Value-based pricing

  • Competitor-based pricing

  • Price skimming

  • Penetration pricing

How Discounts Affect Conversion Rates

It's no secret that discounts can be a powerful tool for increasing sales. However, it's important to use them strategically to avoid damaging your brand's perceived value. We'll explore how discounts can affect conversion rates and provide tips on how to use them effectively.

Ready to optimize your pricing strategy and increase your conversions? Let's dive in!

If you're interested in learning more about our real-time contact & company data and audience intelligence solutions that can help you build more targeted audiences, visit our website ExactBuyer or contact us here.

Example 8: Email Marketing

When it comes to email marketing, the subject lines, designs, and calls-to-action (CTAs) used in emails can have a huge impact on open and click-through rates. In this section, we will discuss how different email components can affect these rates through real-life examples.

Subject Lines

The subject line of an email is the first thing that a recipient sees and can determine whether or not they open the email. A compelling subject line can increase open rates, while a lackluster subject line can decrease them. Here are some tips to craft an effective subject line:

  • Keep it short and to the point (under 50 characters)

  • Personalize it with the recipient's name or location

  • Use action-oriented language to create urgency

  • Avoid using all caps or exclamation points as it looks spammy

For example, a subject line like "Don't miss out on our exclusive offer, [Name]!" is more likely to get a recipient's attention, than a generic subject line like "Our Spring Sale is Here!"


The design and layout of an email can also play a role in whether or not a recipient clicks on a CTA. A well-designed email with clear visuals and concise copy can keep the recipient engaged and interested in the message. Here are some tips for designing an effective email:

  • Use a clean and simple layout with a clear hierarchy

  • Incorporate visuals or graphics where appropriate

  • Avoid using too many different fonts or font sizes

  • Make sure the email is mobile-responsive

For example, an email with a cluttered design or too much text may overwhelm the recipient and prevent them from clicking on a CTA.


The call-to-action or CTA is the button or link that a recipient clicks on to take action. The placement and phrasing of the CTA can impact whether or not a recipient clicks. Here are some tips for creating a compelling CTA:

  • Use action-oriented language like "Shop Now" or "Download"

  • Make the button stand out with color or bold text

  • Place the CTA in a prominent location in the email

  • Use urgency to create a sense of FOMO (fear of missing out)

For example, an email with a CTA that blends in with the rest of the email or is placed below the fold may not get as many clicks as an email with a prominent, colorful CTA button placed above the fold that creates a sense of urgency.

Example 9: Ad Copy and Design

Are you struggling with low click-through rates and poor conversions on your Facebook, Instagram, and Google ads? It might be time to take a closer look at your ad copy and design. In this example, we will showcase how different ad copy and designs can impact the performance of your ads.


  • Introduction to the problem of low click-through rates and conversions on ads

  • The importance of ad copy and design in attracting and engaging potential customers

  • Case studies of successful ad campaigns with different ad copy and designs

  • Analysis of the impact of ad copy and design on click-through rates and conversions

  • Best practices and tips for creating effective ad copy and design

  • Conclusion and key takeaways

By the end of this article, you'll have a better understanding of how to create ad copy and design that resonates with your target audience and drives better results for your business.

Example 10: Exit-Intent Popups

Exit-intent popups are a great way to keep visitors on your website and increase your conversion rates. These popups appear on a user’s screen right before they exit your website, and can be customized to show different messages and designs depending on your goals. By utilizing exit-intent popups, you can keep visitors engaged and prevent them from bouncing off your site.

How Exit-Intent Popups Increase Conversion Rates and Reduce Website Bounce Rates

  • Exit-intent popups can provide visitors with a final offer or incentive to encourage them to stay on your website.

  • By offering a discount or exclusive content, visitors are more likely to convert and make a purchase.

  • Customized exit-intent popups can be designed to match your website’s branding and messaging, resulting in a more seamless user experience.

  • Exit-intent popups can also be used to gather visitor information such as email addresses for future marketing campaigns.

  • By reducing bounce rates through exit-intent popups, you can improve your website’s search engine rankings and overall website performance.

It’s important to experiment with different messages and designs to find what works best for your website and target audience. By analyzing conversion rates and bounce rates, you can make data-driven decisions to optimize your exit-intent popups and improve your website's performance.

Ready to try exit-intent popups on your website? Contact us at ExactBuyer to see how we can help.

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